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Luxury group LVMH to launch clothing and shoe brand with Rihanna

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Luxury group LVMH to launch clothing and shoe brand with Rihanna
FILE PHOTO: The Louis Vuitton logo is seen on the floor of their shop at Marina Bay Sands in Singapore May 19, 2017. REUTERS/Thomas White/File Photo   -   Copyright  Thomas White(Reuters)
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PARIS (Reuters) – French luxury goods group LVMH said on Friday it was launching a new brand with Barbadian singer Rihanna, building on a previous joint venture in cosmetics with the “Umbrella” hitmaker to branch out into clothing, shoes and accessories.

The label – which joins a roster of 70 brands at the world’s biggest luxury player, including Louis Vuitton and Moet & Chandon champagne – will be called Fenty, after the singer’s full name, Robyn Rihanna Fenty.

LVMH said the launch was “fast approaching” and due to land in spring 2019.

It marks a rare move by the acquisitive Paris-based group to set up a new brand from scratch, and follows the creation of Fenty Beauty with Rihanna in 2017, which rapidly became a sales hit.

(Reporting by Sarah White; Editing by Sudip Kar-Gupta)

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