Louis Vuitton owner LVMH is launching a new fashion brand with Barbadian singer ...
PARIS - Louis Vuitton owner LVMH is launching a new fashion brand with Barbadian singer Rihanna, in 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.
The French group has increasingly exploited collaborations with celebrities as well as streetwear designers to attract young customers of luxury goods. Known for her bold fashion statements at red carpet events, Rihanna is followed almost as much for her style as her music, and had already worked with other labels including sportswear brand Puma on collections under the Fenty name.
Analysts attribute its success to an offering that included a very wide range of skin tones, catering to a more diverse audience than many make-up brands historically had.
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