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LVMH confirms Rihanna brand launch is imminent

Luxury group LVMH has confirmed that the launch of a new leathergoods, footwear and apparel brand that it has worked on with singer Rihanna is imminent.

It said in a statement on May 10 that the brand will be based in Paris and will be called Fenty, the singer’s family name, and that the launch will be before the summer.

Barbados-born Rihanna already has successful make-up and lingerie businesses, both of which are sold under the Fenty brand name. She has also had a stint as creative director of sportswear brand Puma. She has done promotional work for LVMH brands in the past, notably Dior.

Ms Fenty said LVMH chief executive, Bernard Arnault, had given her the opportunity to develop a new brand “with no artistic limits”. She added: “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.”

For his part, Mr Arnault said he had found Rihanna to be “a true entrepreneur, a real CEO and a terrific leader”.

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