Rihana to make fashion history!!

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Robin Rihana Fenty, one of the defining musical artists of the millennium and a multihyphenate talent, has no formal fashion training but is reportedly about to make history as the first black female to head up a fashion brand at the world’s largest luxury conglomerate, LVMH.

It would be the first new fashion house the group, which owns Christian Dior, Louis Vuitton and Givenchy, has launched since Christian Lacroix in 1987.

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The new brand is expected to take the singer’s last name, Fenty, which she uses for her make-up and lingerie businesses. Speculation was fuelled this week when she stepped out in an oversized pair of sunglasses with the brand’s logo visible on the side.

Although the details of the agreement remain unclear, it is a turning point in both fashion and fame. The combination of Rihanna’s label, Fenty, and LVMH will be the clearest expression yet of how celebrity, social media and influencers have redefined the power balance between culture and consumption, changing the way brands of all kinds relate to their audience.

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