Will Rihanna's trailblazing Fenty brand take off?

Pop star Rihanna's Fenty Maison is a significant milestone because it introduces a number of firsts in the fashion industry and within the LVMH group.
Pop star Rihanna's Fenty Maison is a significant milestone because it introduces a number of firsts in the fashion industry and within the LVMH group.PHOTO: AFP

SINGAPORE - The Barbados-born pop star Rihanna, full name Rihanna Robyn Fenty, has made fashion history after the French luxury conglomerate LVMH Moet Hennessy Louis Vuitton launched a Fenty brand this week with the international superstar.

Launching is technically a misnomer in this instance because the Fenty brand had already existed in name in 2017.

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