Pop star Rihanna is launching an upmarket fashion label with the world’s biggest luxury group, LVMH, as the singer attempts to build her business empire and the French owner of
Louis Vuitton seeks to connect with the Instagram generation.

The deal makes the singer, whose full name is Robyn Rihanna Fenty, the first black female to head up a fashion house at the company, which owns a sprawling portfolio of top brands,
ranging from fashion labels Givenchy, Dior and Celine to the Dom Pérignon and Moët & Chandon champagnes and Hublot and TAG Heuer watches.

The new venture will take Rihanna’s surname Fenty, mirroring her already established Fenty Beauty line, which is also controlled by LVMH.

The new fashion label will debut within weeks, selling ready- to-wear clothes, shoes and accessories and will be based in Paris, prompting speculation that it will become a feature of the official Paris fashion week schedule.

“Everybody 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,” said Bernard
Arnault, the billionaire chairman and chief executive of LVMH.

“To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the group resources,” he said.

Rihanna said: “Designing a line like this with LVMH is an incredibly special moment for us. Mr Arnault has given me a unique opportunity to develop a fashion house in the luxury
sector, with no artistic limits. 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.