How Rihanna’s LVMH Deal Could Change the Future of Celebrity and Fashion Branding

RiRi is poised to be the next LV of lust-worthy monograms.
Friday’s announcement that LVMH Moët Hennessy Louis Vuitton will launch a new Paris-based Fenty maison “centered on Rihanna, developed by her, and taking shape with her vision in terms of ready-to-wear, shoes and accessories, including commerciality and communication of the brand” marks the first time the luxury conglomerate has launched a fashion brand from scratch since it set a couture house for Christian Lacroix in 1987. Only this time, it’s with a celebrity — who will also be the first black woman to head an LVMH brand — and the development could change the future of Hollywood dealmaking in the fashion space.
“Instead of having celebrity faces like Natalie Portman or Nicole Kidman at Chanel, it’s now about how a celebrity can own a brand,” said Stacy Jones, chief executive officer of entertainment marketing firm Hollywood Branded Inc., who credits the groundbreaking LVMH deal on Rihanna’s demonstrated success as a singer, actress and marketer who is able to move Fenty beauty products with an Instagram post. She also touted the legacy of the Kardashians and celebrity-businessmen including George Clooney, whose tequila company Casamigos sold for $ 1 billion last year (which in

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