I am my own muse The Old Crow Medicine Show Americana String Band Jimi Hendrix shirt . Few others than Rihanna can get away with such a statement, but it’s precisely the reason why the award-winning singer is the person LVMH chose to be their collaborator for the very first fashion house the luxury conglomerate is creating from scratch.

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The line, named Fenty, was unveiled last night with a pop-up boutique event in Paris attended by some of LVMH’s other superstars, like Maria Grazia Chiuri of Dior and Olivier Rousteing of Balmain The Old Crow Medicine Show Americana String Band Jimi Hendrix shirt . Other brands LVMH owns include Louis Vuitton, Fendi and Givenchy but as the New York Times notes, “Rihanna’s new label will be the first that LVMH chairman and C.E.O. Bernard Arnault has launched since his company Financière Agache partnered with the couturier Christian Lacroix 32 years ago.” Rihanna is also the first woman of colour to helm a brand under the French fashion behemoth’s umbrella. Ever the rule breaker, Rihanna’s line won’t follow the traditional fashion calendar of seasonal collections, instead it will retail “via multiple incremental releases on a “See-Now-Wear-Now” model,” as per an LVMH statement. The first “release,” as the drops are going to be known, “amounts to about 36 different shapes, and items range from about $200 for a corset T-shirt to for a reversible coat,” reports the Financial Times. The pieces from the first release—which drops online on May 29—have an undeniable Rihanna-ness to them, evident in the air of glam, the unapologetic swagger, the studied nonchalance. Items range from a salmon pink pantsuit with matching fanny pack to a corseted denim minidress to sculptural jackets, and accessories include slinky-strapped stilettos, chunky gold hoops, and oversized visor-style sunglasses. I’m designing what I want to wear, for when I want to wear it,” Rihanna tells FT and that much is clear from the first release. But while a blazer minidress with visible boning and boxy shoulders may look fantastic on the superstar singer or any one of her peers, how at home will it look out on the streets or at parties amongst, you know, regular folk? But perhaps the line’s real world appeal isn’t the point. Perhaps all people want is to own a piece of the RiRi puzzle, a little smidge of her magic, and LVMH is ready to give them that. As for Rihanna, it’s a chance to translate her essence, her vibe into clothing. “I’m just hyped to see people in my clothes, man.”
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