{"id":76636,"date":"2019-05-14T14:42:21","date_gmt":"2019-05-14T14:42:21","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=76636"},"modified":"2019-05-15T07:30:29","modified_gmt":"2019-05-15T07:30:29","slug":"rihanna-lvmh","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/rihanna-lvmh\/","title":{"rendered":"What can we expect from Rihanna\u2019s new LVMH fashion brand?"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":76637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[81,10897],"tags":[7054,12813,21,10618,9989,6116,3068,642,212,5151,4098,5238,3012,27,11384,4199,11042,11821,5316],"class_list":["post-76636","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-opinion","tag-brand","tag-calvin-harris","tag-fashion","tag-fenty","tag-fenty-beauty","tag-icon","tag-instagram","tag-lingerie","tag-louis-vuitton","tag-luxury","tag-lvmh","tag-makeup","tag-molly-goddard","tag-paris","tag-pop-music","tag-rihanna","tag-savage-x-fenty","tag-victoria-beckham","tag-virgil-abloh"],"acf":{"main_category":81,"legacy":false,"exclude_from_ads":[],"hero_title":"","subtitle":"Last week, the luxury behemoth announced it would be teaming up with the multi-hyphenate star on a new Paris-based fashion line. 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For anyone coming-of-age in the mid-late \u201800s, your formative years were undoubtedly soundtracked by Rihanna. But as soon as the Bajan singer stormed the music scene with her breakthrough single “<\/span>SOS”\u00a0<\/span><\/a>in 2006, it was the music video that really had us hooked: shimmying about in a sea-green scarf top, with sparkling, gold-dusted skin and dangling chandelier earrings, we knew there was something more to this pop star. She was feminine but also cool, sexy and original: how could we bottle up and keep some of that for ourselves?<\/span><\/p>\n

So, when the news broke<\/a> that Rihanna would become the first woman to create an original brand at the world\u2019s largest luxury group, <\/span>LVMH Mo\u00ebt Hennessy Louis Vuitton, there was a collective: \u201cYes.\u201d Unlike many celebrity-led lines that read like shameless cashing-in or questionable extensions of their own \u2018brand,\u2019 this actually feels like something we\u2019d all been waiting for \u2014 because who better than Rihanna, after all, the pop star whose music videos and red carpet ensembles we\u2019ve eagerly lapped up for over a decade, to step in and change the old guard of the fashion industry? <\/span><\/p>\n

Not only will Rihanna be the first woman tasked with creating an LVMH fashion house from scratch, but she will also be the first woman of colour to head-up a brand at the French luxury conglomerate. Less than a decade ago, the decision to have a pop star at the helm of a luxury brand would have been unimaginable, but thanks to the success of fellow pop star Victoria Beckham\u2019s eponymous brand, for example, or the appointing of left-of-field visionaries, such as Virgil Abloh<\/a> \u2014 who has led menswear at LVMH\u2019s flagship brand Louis Vuitton since March 2018 \u2014 the once hermetically sealed industry is slowly beginning to open up.<\/span><\/p>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/BcZLB1Wj9DQ\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"

But that\u2019s not to say that any star could do this either. Since the launch of her inclusive beauty line, Fenty Beauty<\/a> in 2017, and her phenomenally successful lingerie and nightwear brand, Savage X Fenty<\/a> in 2018, Rihanna has proved herself as more than just a pop star with chameleonic taste, but a capable business woman in her own right with the know-how and creativity to lead a global fashion brand. The question is what can we expect from Fenty Maison? <\/span><\/p>\n

The Fenty fashion brand \u2014\u00a0set to be based in Paris \u2014\u00a0will no doubt strive to encapsulate Rihanna\u2019s personal style,\u00a0but if we\u2019ve learned anything from inhaling her looks over the years, it\u2019s that you can\u2019t second guess Rihanna. More than any of her peers \u2014 yes, even Beyonce \u2014\u00a0Rihanna is a fashion trailblazer, someone that not only anticipates trends, but makes a trend a<\/span> trend<\/span><\/i>. One need only look as far as her love affair with British designer Molly Goddard<\/a>\u2019s voluminous frothy dresses, for example, to appreciate the multi-hyphenate\u2019s ability to steer a micro trend into the mainstream. Where Rihanna had been wearing Goddard\u2019s tiered tutus \u2014 as well as enormous confections by\u00a0Giambattista Valli<\/a> \u2014 sas far back as 2016, the craze for mega-volume and feminine frills exploded at the autumn\/winter shows earlier this year. Or, who can forget the oversized pant suit<\/a> she wore on stage at the 2015 Grammy Awards? Paired with a diamond choker and slicked back hair, the look predated the current high street trend for trouser suits by almost four years. <\/span><\/p>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/BZQ8S89jKbO\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"

Long before that, since the beginning of her career, Rihanna\u2019s music videos have granted us fearless fashion inspiration. While everyone wears those vintage-style oversized denim jackets nowadays, the music video for her epoch-defining track with Calvin Harris, \u201cWe Found Love<\/a>,\u201d showcased the trend for faded-out jean jackets long before anyone else did. Across the board, her music videos have brought us a cacophony of trends from bright red hair worn with Creole hoop earrings and a black and white striped blazer in \u201cWhat\u2019s my Name<\/a>\u201d to fringed hotpants, a rockabilly quiff and deep pink eyeshadow (\u201cRude Boy<\/a>\u201d); a navy blue sheath worn over matching skinny trousers (\u201cLove on the Brain<\/a>\u201d) or more recently, acid-green floral high-waisted pants worn with a crimson crop top in the video for \u201cWild Thoughts”<\/a>. Meanwhile, her personal style as captured by the paparazzi, comprises everything from complicated feminine dresses, oversized casuals, spindly tattoos, lavish jewellery, \u201cdone\u201d nails, exposed shoulders to dramatic masculine tailoring and sportswear. <\/span><\/p>\n

Rihanna\u2019s undisputed track record for being ahead of the curve bodes well for the new Fenty brand, even though its not sure yet which direction it may take. But from what we know of her style, surely it will be intuitive, inventive, and certainly not concerned with any prescriptive definitions of \u201cluxury\u201d and \u201cgood taste\u201d. Right now as further plans about the game-changing Maison\u2019s launch remain hush-hush \u2014\u00a0except for the development of a fenty.com website<\/a> hinting at a digital focus \u2014\u00a0all we can really hope for is that it embodies just some of that risk-taking sensibility we\u2019ve come to love Rihanna for, so that eventually we may hold onto some of that for ourselves. <\/span><\/p>\n"}]},"yoast_head":"\nWhat can we expect from Rihanna\u2019s new LVMH fashion brand? 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