Rihanna partners with the world's largest luxury group to create its new fashion brand Fenty

PARIS – The French luxury goods group LVMH launches a new brand with Barbadian singer Rihanna, building on a previous joint venture in the cosmetics sector with pipe manufacturer "Umbrella" to diversify into clothing , shoes and accessories.

The brand, which includes 70 brands from the world's largest luxury actor, including Louis Vuitton and Moet & Chandon champagne, will be called Fenty, the full name of the singer, Robyn Rihanna Fenty.

LVMH said Friday that the launch was "coming soon" and that it was due to take place in the spring of 2019.

The group, based in Paris, acquires a new brand from scratch and follows the creation of Fenty Beauty with Rihanna in September 2017, which quickly enjoyed commercial success.

The singer, aged 31, has made herself known for her often bold fashion statements during events on the red carpet and is followed almost as much by her style as by her music.

Rihanna has already collaborated with other brands such as shoemaker Manolo Blahnik and has a lineup of lingerie called Savage X Fenty.

Building a high-end brand with LVMH, which also owns renowned fashion houses, Christian Dior and Givenchy, however, propels the singer's fashion businesses to another level, with the power of a leader in the sector rich in liquidity.

LVMH's billionaire director, Bernard Arnault, said in a statement that the group would back it up with a team and resources, although it does not provide any financial details.

Rihanna said that he had been given "a unique opportunity to develop a fashion house in the luxury sector with no artistic limits".

The collaboration with Rihanna introduces a finer note into LVMH's portfolio, at a time when luxury groups are struggling to attract younger buyers and take up less familiar areas such as streetwear.

They are also promoting more and more social media, a media used very successfully by Rihanna, with 70.5 million followers under his Instagram account "Badgalriri".

Fenty Beauty had achieved a turnover of nearly 500 million euros by the end of 2018, announced LVMH in January.