May 2019: FENTY is open for business!

LVMH has partnered with Robyn Rihanna Fenty to create a new luxury Maison based in Paris. The new Maison, named FENTY, is centered on Rihanna, developed by her, and takes shape with her vision in terms of ready to wear, shoes and accessories, including commerciality and communication of the brand.

FENTY operates outside of the traditional seasonal fashion schedule, retailing via multiple incremental Releases on a “See-Now-Wear-Now” model. Each of the releases, focused on a specific selection of product, expresses a new facet of a woman and her wardrobe.

The initial offering, Release 5-19, a luxury brand for the 21st century, FENTY operates from a digital flagship – www.FENTY.com – which is now live.

Releases are supported by ephemeral boutiques – a unique experience for both a physical and digital audience. Releases include special-edition pieces, available for limited timeframes, and core items.

Inspired by a worldwide community beyond traditional boundaries, FENTY embraces a fundamental freedom: a freedom from convention and the rules.

In the first incarnation of the brand’s strategy of experiential physical and digital retail, FENTY debuted in Paris on Wednesday, May 24 2019 in an exclusive ephemeral boutique with the Grammy Award winner on hand to greet her customers!