Rihanna launches a new fashion brand in Paris with LVMH

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PARIS (Reuters) – The brand new fashion is exposed by singer Baron, Rihanna, with owner Louis Vuitton, LVMH.

The pop superstar, Rihanna, presents the first collection presented to LVMH for the new label, Fenty, including ready-to-wear and accessories, such as shoes, sunglasses and jewelery, Paris, France 22 May, 2019. Picture taken May 22, 2019. REUTERS / Charles Plates

Fenty – after the full name of the “Umbrella” hitmaker, Robyn Rihanna takes Fenty – a current venture of the singer in cosmetics with LVMH, with a full range of clothing, shoes and accessories.

“My way will be different and non-traditional, as I don't come from this industry,” said the singer with a news conference on Wednesday evening, saying she hoped to give a “new fashion vision”.

The clothes add structured lines, white jackets or beige with broad shoulders or blazer dresses on the body deposited in a shop in the trendy Marais area of ​​Paris.

The collection is also for men with large denim jackets and parker coats.

The French group is increasingly exploiting collaborations with celebrities as well as street clothing designers to attract young customers of luxury goods.

But most of these enterprises are limited to limited editions, and LVMH is trying to steal peers by peer to Rihanna 31 years of age to another level.

He will be able to rely on Rihanna's social media credentials – the singer has collected 70.5 million trailers for his handling of Instagram “badgalriri”.

Rihanna, who is known for her fashion fashion statements in red carpet events, is almost as follows as her musical style, and has already worked with other labels including the Puma sportswear brand on collections under the name. Fenty.

In contrast to other LVMH brands, Fenty products are sold at much lower prices.

Prices range from € 600 ($ 669.18) to 800 euros for clothing, € 500 for sandals and € 300 for costume jewelery.

The brand will be essentially an e-commerce enterprise, supported by temporary “pop-up” events rather than a storage network.

The first pop-up shop, Paris, will open on Friday for two weeks and the website on 29 May. The brand will be available initially in 14 countries, Europe and the US, and will open in Asia by year-end.

John Irish wrote; Edited by Cynthia Osterman

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