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LVMH collaborates with Rihanna for new fashion brand

Louis Vuitton owner LVMH will soon launch a new fashion brand with singer Rihanna. The brand-Fenty - after the "Umbrella" hitmaker's full name, Robyn Rihanna Fenty - will build on the singer's existing joint venture in cosmetics with LVMH to offer a full range of clothing, shoes and accessories.

Known for her bold fashion statements at red carpet events, Rihanna had already worked with other labels including sportswear brand Puma on collections under the Fenty name. These included pastel-coloured sneakers with large bows and cropped hoodies. The singer has collaborated with shoemaker Manolo Blahnik and has a lingerie range called Savage X Fenty.

Fenty Beauty, launched under LVMH's umbrella in September 2017, had reached nearly €500 million ($562 million) in sales by the end of 2018. 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.