Rihanna launches new fashion brand in Paris with LVMH
PARIS Barbadian pop star 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 her 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.
"My fashion will be different and non-traditional, because I do not come from this industry," Rihanna, 31, told a news conference on Wednesday, saying she hoped to bring a "new vision of fashion".
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 collection is also for men, with large denim jackets and parka coats.
In contrast to other LVMH brands, Fenty products will be sold at significantly lower prices, ranging from €600 (S$923) to €800 for a dress, €500 for sandals and €300 for costume jewellery.- REUTERS