You've heard Rihanna's songs, now wear her clothes

French luxury conglomerate LVMH has launched Fenty Maison, a fashion brand by the superstar. How successful will it be?

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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A version of this article appeared in the print edition of The Straits Times on May 31, 2019, with the headline 'You've heard Rihanna's songs, now wear her clothes'. Print Edition | Subscribe