Fenty Maison
Redefining luxury through a lens of radical inclusivity and global culture.
Fenty (stylised as FEИTY) was a fashion brand of ready-to-wear founded by Barbadian singer Rihanna under French multinational luxury goods conglomerate LVMH. Fenty was launched in May 2019. The fashion label made Rihanna the first woman to create an original brand for LVMH and the first woman of colour to lead a house under the group. Fenty was closed in 2021.
- Founder
- Rihanna
- Partner
- LVMH
- Sector
- Luxury Fashion
- Announced Year
- 2019
- Status
- Closed
Verified Timeline
Lore & Background
On 10 May 2019, Rihanna announced her partnership with LVMH by posting the name and logo of the venture to her social media pages. She wrote: '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.' The chairman and CEO of LVMH, Bernard Arnault said that Rihanna will be supported with a team and resources. He added: 'Everyone 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.' Fenty was previewed on T: The New York Times Style Magazine, where Rihanna wore several garments and accessories from her first collection. The venture made Rihanna the first woman of colour to lead a house under the LVMH brand, and the first woman to create an original brand for the group. Fenty was the first new fashion house created from scratch by LVMH since 1987, joining the conglomerate's portfolio of brands including Louis Vuitton, Givenchy, and Christian Dior.
In Their Own Story
Fenty was initially launched as a pop-up store on 24 May 2019, in Paris. It then opened worldwide as an online store on 29 May. The store took over the first two floors of The Webster in Soho, New York, and was open until 30 June 2019. The fashion label announced its immediate and indefinite suspension of activities in February 2021.
Reader's Guide
The venture emerged from a landmark partnership announced in late twenty-nineteen with the luxury conglomerate LVMH. Its mission centers on redefining high fashion through radical inclusivity, challenging traditional industry standards regarding size and representation. While beauty and lingerie brands dominate her portfolio, this arm targets ready-to-wear clothing and accessories for the global elite. Market disruption is expected through diverse casting and accessible luxury pricing strategies within a premium framework. Rihanna serves as both founder and creative director, wielding significant equity control rather than merely acting as a face for marketing. She oversees design direction personally, ensuring the brand reflects her artistic vision and commitment to community empowerment. This project represents the final pillar of her commercial empire, bridging music heritage with high-end craftsmanship. The development process involves top-tier ateliers in Paris, emphasizing quality materials and sustainable practices where possible. Unlike previous collaborations, this is a standalone house intended to stand alongside historic European labels. Fans anticipate runway shows that celebrate Caribbean culture intertwined with modern luxury aesthetics.
Did You Know?
- Fenty was the first new fashion house created from scratch by LVMH since 1987.
- Rihanna was the first woman to create an original brand for LVMH and the first woman of colour to lead a house under the group.
- Fenty was previewed on T: The New York Times Style Magazine before its launch.
- The brand's pop-up store in Paris opened on 24 May 2019, followed by a worldwide online store on 29 May 2019.
- Fenty announced its immediate and indefinite suspension of activities in February 2021.
Frequently Asked Questions
What is Fenty Maison?
Fenty, stylized as FEИTY, was a luxury ready-to-wear fashion house founded by Rihanna in partnership with LVMH. Launched in May 2019, it became the first new clothing brand under the group since 1987 and marked Rihanna's historic role as its creative director.
Why is Fenty Maison historically significant?
The brand made history by appointing Rihanna as the first woman and first person of color to lead a luxury fashion house within LVMH. It was also notable for being the group's first new venture into clothing, shoes, perfumes, and accessories in over three decades.
What was the core mission of Fenty Maison?
Fenty aimed to redefine the concept of luxury by prioritizing radical inclusivity and reflecting global cultural diversity in its designs. This approach sought to make high fashion more accessible and representative for a wider audience than traditional luxury brands.
When did Fenty Maison launch and what happened later?
The brand officially launched its operations in May 2019 but announced an indefinite suspension of all activities just over two years later in February 2021. Despite the pause, it remains a significant chapter in Rihanna's business portfolio.
Who owns Fenty Maison and what was their role?
Rihanna, also known as Robyn Fenty, served as both the founder and creative director of the brand while partnering with the LVMH Group for production and distribution. She maintained full creative control to ensure the label reflected her unique vision and values.
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