A Fashion House for the 21st Century - the 1 Year Anniversary of Rihanna’s Fenty LVMH Fashion Label

NYC VIBE is celebrating the one year anniversary of the launch of Fenty- the fashion house founded by Rihanna under the luxury fashion group LVMH. While Rihanna is no stranger to breaking records and shattering ceilings in the music world, the launch of Fenty has made for a landmark foray into the exclusive world of high fashion.

Following the wild success of Fenty Beauty, the breakout all-inclusive beauty brand and first joint-venture between Rihanna and LVMH, Fenty has established Rihanna within the elite world of luxury fashion. The label has made Rihanna not only the first woman, but the first woman of color to lead a fashion house under the French conglomerate, parent to brands such as Louis Vuitton, Marc Jacobs, and Celine.

Since its worldwide launch, Fenty has succeeded in carving out an inventive creative path within the luxury brand world. Deviating from the traditional high-fashion schedule with a collection released in the fall and spring of each year, Fenty incorporates a strategy of experiential physical and digital retail marketing- dropping new items via incremental releases on a “See-Now-Wear-Now” model. In challenging standard market conventions, the Fenty empire has succeeded in engaging young shoppers and achieving meaningful sales.

The Fenty identity exists outside the bounds of convention, singularity, and compromise. The Fenty vision is distinctly multi-faceted- feminine yet masculine, elevated yet wearable, dynamic yet nimble. As Rihanna puts it, “You love it- you buy it, you wear it. It’s unisex, it’s everyone.”

From the NYC VIBE video vault - we look back at the May 2019 launch celebration, the excitement of the Fenty Pop Up Shop in Paris, France and hear from Rihanna.