LVMH has partnered with Robyn Rihanna Fenty to create a new luxury Maison that will be based in Paris. The new Maison is centered on Rihanna, developed by her, and takes shape with her vision in terms of ready to wear, shoes and accessories, including commerciality and communication of the brand. Fenty debutes Spring 2019.
Why do they add ‘Maison’ to the brand name? The reason is quite obvious, money. Adding Maison gives Fenty an aura of history, class and experience, a brand for which money will be paid. Just think of Maison Givenchy, Maison Christian Dior, Maison Chanel, now Givenchy, Dior and Chanel. It is not difficult to understand why, more recently, one of our finest fashion designers named the business Maison Martin Margiela, now Maison Margiela. Maison Kitsuné, a young French-Japanese fashion house also uses Maison as part of the brand name. Other businesses are also using Maison in their brand name such as Maison De Greef (jewelry) or Maison Dandoy (quality speculoos).
How will Fenty use Maison in the brand name? Before or after Fenty? The choice seems important. For the moment, most media, even LVMH, writes about Fenty Maison. Understandable, because Fenty Beauty by Rihanna exist already. Now, when writing Maison after Fenty means that the brand brings accessories and items for home decoration, like in Marie Claire Maison.
Bernard Arnault, Chairman and CEO of LVMH, stated on the corporate website : “Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO and a terrific leader. She naturally finds her full place within LVMH. To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the Group resources. I am proud that LVMH is leading this venture and wish it will be a great success.”
And Rihanna declares: “Designing a line like this with LVMH is an incredibly special moment for us. Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits.”
No artistic limits, sounds like heaven. Artistic, I’ll agree, but one should know that the development of a brand, unfortunately, has some limits. Instead of Maison, to me, Fenty Fashion seems the more appropriate.