Rihanna fashions a new chapter in luxury with LVMH

The Barbadian star will become the first woman to create an original brand for the conglomerate and the first woman of colour to head one of its maisons.

"I'm ready for the world to see what we have built together," Rihanna says of the partnership. AP

Vanessa Friedman

May 20, 2019 – 12.00am

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Get ready for the second coming of Fenty. LVMH Moët Hennessy Louis Vuitton, the world's largest luxury group, officially confirmed this month that the fashion line created by Rihanna was becoming part of its gilded stable.

When Fenty.com goes live on May 29, it will be one of few luxury brands to commit fully to online sales: There are no plans for runway shows, flagship boutiques or third-party sales through department stores. New clothes will instead “drop” each month on the website.