In addition to Dior, Givenchy, Fendi, Louis Vuitton and the other prestigious brands of LVMH’s galaxy we will soon read Fenty too, the brand born from the collaboration between the French luxury giant and pop star Rihanna. “Everyone knows Rihanna (in the Shutterstock photo) as a wonderful singer, but through our partnership with Fenty Beauty I discovered a real entrepreneur, a true CEO and an exceptional leader”. These words come from Bernard Arnault, president of LVMH, who announced yesterday the new brand, that will be based in Paris, will include prêt-à-porter, shoes and accessories, will be developed by Rihanna and “takes shape with her vision”. The first Fenty products (also called ‘the logo with Greek traits’) should be revealed within a few weeks. Vanessa Friedman from the New York Times points out how Rihanna will become the first woman to create an original brand for LVMH and that Fenty is the first brand of the Instagram era that put designers like Hedi Slimane, Nicolas Ghesquière and a pop star of the caliber of Rihanna on the same level. Friedman explains: “Growth in the luxury sector could also come from embracing a new, diversified, digital and direct communication reality”. The singer from Barbados is (and it’s easy to understand why) very happy: “Mr. Arnault has given me a unique opportunity, to develop a fashion house in the luxury sector, with no artistic limits. I could not imagine a better partner in terms of both creativity and business, and I am ready to show the world what we have built together”.