After the successful brand Fenty Beauty  launched by the singer in September 2017, Rihanna created the fashion, accessories brand  and clothing  Fenty, becoming part of the LVMH universe.  

Fenty was also the first new manufacturer of clothing, shoes and accessories under the LVMH brand since 1987, joining the seventy LVMH brands such as Louis Vuitton, Givenchy and Christian Dior.