By this question, New York Times starts its article about the collaboration between LVMH -the parent company of Dior, Givenchy, and Fendi to name a few,- and Rihanna. LVMH (Moët Hennessy Louis Vuitton) and the music sensation have been in secret discussions to launch a luxury house under her name making her the first female designer of color at the largest luxury conglomerate in the world.

Neither LVMH nor Rihanna would comment on the news, which has been confirmed by sources within the group, but the singer has recently been photographed on the street wearing a “mystery” pair of oversize Fenty-branded square sunglasses hinting at what may be to come. And while the details of the agreement remain unclear, it seems that this is a turning point in both fashion and fame.

The combination of Fenty and LVMH will be the clearest expression yet of how celebrity, social media and influencers have redefined the power balance between culture and consumption, changing the way brands of all kinds relate to their audience.

It is not insignificant that despite the number of well-known and respected designers currently unemployed in the fashion world, including Alber Elbaz, Stefano Pilati, and Peter Copping, the dominant luxury group decided to put its money where a pop star was.

Robyn Rihanna Fenty -as it is her full name- from Barbados, is one of the defining musical artists of the millennium and a multi-hyphenate talent although she has no formal fashion training. What she does have is a clear vision for her own image, 14 No. 1 singles on the Billboard 100 chart and more than 50 Top 40 hits, 67 million Instagram followers, and an ability to disrupt the status quo.

Now that the elite fashion world is in disarray, splintered by the rise of the street, direct communication and a growing awareness of its lack of diversity, there is little wonder that LVMH would see in Rihanna a potential way forward.

The company first became aware of the power of her base when it signed her to Kendo, its beauty subsidiary, in 2017. The runaway success of Fenty Beauty, premised on addressing a diverse array of skin tones – and which itself already has 6.3 million Instagram followers – astonished the group. Her Fenty Beauty products racked up sales north of $100 million in a matter of weeks and was hailed as a transformative brand. The line changed what consumers demanded from their makeup and was named one of Time magazine’s 25 best inventions of 2017. 

It also cemented Rihanna as one of the hottest-selling celebrities in the world of licensing.

Discussions began internally at LVMH with Bernard Arnault, the chief executive, about what could happen next. Although the group had had various conversations over the years about building a brand from scratch, it had not done so since Christian Lacroix, in 1987, because of the cost involved. (Lacroix was sold in 2005.) It preferred to buy already established names

Unlike most new designers, however, Rihanna had a public profile that was as fully formed and global as any heritage brand. She came to the attention of the fashion industry early on, singing at a Gucci fundraiser at the United Nations in 2008, and quickly understood the power of style to magnify her messages and help her transcend the limits of the music world. In 2011 she began working with the stylist Mel Ottenberg, and an adventurous, self-aware style that encompassed looks by emerging designers, as well as runway names like Lanvin and Givenchy, began to emerge.

Rihanna CFDA Awards 2014 |Fishnet Adam Selman dress

In 2014, she was named fashion icon of the year at the Council of Fashion Designers of America awards, where she appeared in a sheer crystal-spangled Adam Selman dress and matching cap, a white fur wrap strategically draped around her body, setting off a so-called naked trend in red carpet dressing. The next year, at the Met Gala, she wore a giant yellow cape from the Chinese designer Guo Pei and enshrined her skill at making an entrance.

Rihanna’s proximity to LVMH stretches back to at least 2015. After attending shows for Christian Dior, one of Arnault’s most treasured fashion properties, she appeared in “Secret Garden IV,” a campaign and short film shot by Steven Klein inside Versailles. It featured her in Dior sunglasses, carrying the brand’s bags and wearing looks from the Esprit Dior collection. A year later, she created a range of futuristic sunglasses in collaboration with Dior as part of her brand ambassadorship.

Even though Rihanna became the face of Dior’s Secret Garden campaign (making her its first black brand ambassador), she never aligned herself with a single brand; they served her purposes rather than the other way around.

The fact that she signed a deal with Puma to be its creative director and start her own ready-to-wear brand in 2014 when the sportswear giant was still owned by Kering, an LVMH rival, and for a time worked with both groups simultaneously (an unprecedented arrangement) reflects the shift in status. Suddenly a celebrity could have the upper hand.

Last September, she introduced her lingerie collection, Fenty x Savage, at New York Fashion Week, where it made waves for including a wide range of body types and colors.

Other celebrities have made the move into fashion, using the red carpet as a springboard to legitimacy. But what has set them apart, whether it’s Victoria Beckham or Mary-Kate and Ashley Olsen at The Row, is that they have done so in part by renouncing their low culture past and humbly pledging their troth to design. After all, industry wisdom says that to be a “real” designer, individuals must dedicate themselves to the craft. Also, those designers started — and remain — small and independent.

By contrast, Rihanna, appears to understand how her various platforms and outlets for expression can complement one another and shows no interest in abandoning any of them. LVMH has presumably not asked her to.

Back to the news stirring up the fashion world, there are still outstanding questions around just what shape her brand will take, where it will be based and how the relationship with LVMH will be structured. Even what it will be named. But what is certain is that Rihanna’s first catwalk show – or extravaganza or concert or whatever it turns out to be – will be appointment viewing far beyond the often insular fashion world. And she now has the potential to set not only style trends but also a trend in what managers, agents, executives and kids thinking about their future imagine is possible.

Rihanna at the Met Gala 2018

Last May, as a host of the Met Gala celebrating the show Heavenly Bodies: Fashion and the Catholic Imagination, Rihanna made her entrance in a heavily embroidered Martin Margiela bustier mini dress, grand overcoat, and miter, and was crowned on social media as the pope of fashion. From the vantage point of today, it looks like a sign of things to come.


New York Times