Rihanna launches new fashion brand in Paris with LVMH

PARIS - Barbadian singer Rihanna has unveiled her new fashion brand with Louis Vuitton owner LVMH, a rare move by the French group to set up a label from scratch as it taps into soaring demand for celebrity collaborations in the luxury world.

Fenty - after the “Umbrella” hitmaker’s full name, Robyn Rihanna Fenty - will build on the singer’s existing joint venture in cosmetics with LVMH, with a full range of clothing, shoes and accessories. Presented in a store in Paris’ trendy Marais district, the clothes offer structured lines, white or beige jackets with wide shoulders or blazer dresses wrapping the body.The French group has increasingly exploited collaborations with celebrities as well as streetwear designers to attract young customers of luxury goods.

It will be able to rely on Rihanna’s social media credentials - the singer has amassed 70.5 million followers under her Instagram handle “badgalriri”.

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