This afternoon, LVMH officially announced with BOF their embarkment of a new fashion label called Fenty Maison with singer Rihanna to be launched later this month in Paris. 

The news first broke last year when the singer was spotted by paparazzi in New York wearing Fenty sunglasses and continued in January when news leaked that the artist was being backed by LVMH. A month later a probable name for the brand “Project Loud" was released by BOF, however, nothing was confirmed by the artist until now.

Designing a line like this with LVMH is an incredibly special moment for us. Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits. I couldn’t imagine a better partner both creatively and business-wise, and I’m ready for the world to see what we have built together, said Rihanna. 

The fashion brand, called Fenty Maison will be the first to be launched from scratch by LVMH since Christian Lacroix in 1987, but with Rihanna’s great success at Fenty Beauty that racked up sales of over $100 million in a matter of weeks, the luxury group found in worth the opportunity. 

Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO and a terrific leader. She naturally finds her full place within LVMH. To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the Group resources. I am proud that LVMH is leading this venture and wish it will be a great success, said Bernard Arnault, chairman and chief executive of LVMH. 

LVMH has contributed $30 million in cash, however, the brand’s success will also greatly depend on Rihanna’s name, the amount of time she puts into the brand and what she presents, and she is said to have put in $30 million in contributions to the line, so we can only hope for the best.

Not all celebrity clothing brands have been a success. With names like Jennifer Lopez, Lindsey Lohan and even Kanye West’s first line pastille having failed. However, with her Instagram following of over 70 million people, the artist has managed to remain a major influence in the world of fashion. From her historic MET Gala appearances to the successful launch of her Savage x Fenty lingerie line with rival luxury group Kering.

Stay tuned for updates on the release of the label to take place on the 22nd of this month.