Moët Hennessy Louis Vuitton LVMH, the parent company of Dior, Givenchy and Fendi, apparently thinks Rihanna is the next Coco Chanel. It is in the midst of a deal to back her in a fashion brand, making her the first female designer of color at the largest luxury conglomerate in the world.
The news, confirmed by sources within the group who were not authorized to speak for the company, was first reported by WWD. Neither LVMH nor Rihanna would comment, though the singer has recently been photographed on the street wearing a “mystery” pair of oversize Fenty-branded square sunglasses hinting at what may be to come.
While the details of the agreement remain unclear, it is a turning point in both fashion and fame.
The combination of 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.