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Susanne Ljung: Rihanna historical when she takes a place next to Dior and Givenchy

Last week, it became clear that the French company LVMH, the world's largest lyxkonglomerat, created a brand new fashion brand in collaboration with Rihanna: Fenty Maison.

A fashion house that will thereby be included in the same family as the traditional name in the modehistorien such as Dior, Fendi, Givenchy and Louis Vuitton.

It is not but cat shit.

chose to start and invest in a completely new fashion brand under its umbrella of exclusive brands was for more than thirty years ago, in 1987. Then put it to with a bang by launching the French designer Christian Lacroix as a haute couture brand, based on the short rocker sidenkjolar in orange and fuchsia, large bows and corset-tight tops.

In a time when the movie ”Wall Street” premiered and the phrase greed is good gained a foothold among finansfolk not too embarrassed to boast of their prosperity lay this eye-catching look with strong colors and a profusion absolutely right.

Read more stilkrönikor by Susanne Ljung

the Success was relatively short-lived. 2005 sold the brand Christian Lacroix, and today it is perhaps many that most remember it as the brand that it utlevande pr woman Edina in the tv series ”Absolutely hysterical” loved the most.

Fenty tries to LVMH catch up on today's well-to-do group whose tastes are driving sales of luxury goods – the so-called millenniegenerationen, that is to say, people born after 1980.

And it makes this traditional business by, for the first time ever basing a fashion house on a well-known name, and not on a professional designer.

Nothing strange may seem in a world where the family Kardashian built up a whole empire based on celebrity status.

Rihanna at the centre at a fashion show with LVMH. Photo: Agence/Bestimage/TT

But LVMH (an abbreviation of Louis Vuitton Möet Hennessy) is a lyxföretag based on an old european tradition of craftsmanship and/or haute couture. A set of values which they defended and been very keen to promote as a reason that the prices of the products is soaring.

and first gained success in the united states before she became a celebrated international star, represents none of it.

However, this 31-year-old artist very different and new and eftertraktansvärt to come by – that direct contact with a large and shoppingsugen audience.

She has an impressive, large and strong circle of fans on social media – we are talking more than 70 million – which not only follows her, but admire her way to dress and behave, and, not least, makeup.

Mr Arnault has given me a unique opportunity to develop a fashion houses in the luxury segment, without any artistic limitations.

It attracted the interest of LVMH, which already a few years ago initiated a collaboration, which led to the launch of skönhetsmärket Fenty Beauty, 2017. A brand which attracted a lot of attention by it is deliberately turned to all women regardless of style, shape and colour.

In marketing, stressed that there were forty different shades of foundation (now fifty) and that the label showed a diversity of models of different ethnicity. Within a year sales mark five billion.

a phenomenal success that helped to LVMH, with the boss Bernard Arnault at the forefront, now dare to bet even higher and create a whole fashion house with clothes, shoes and accessories based on Rihanna's own taste and style.

”Mr Arnault has given me a unique opportunity to develop a fashion houses in the luxury segment, without any artistic restrictions”, as Rihanna herself stated in a comment on Instagram.

To help, she has employees, plucked from the prestigemärken as Louis Vuitton and Céline, which ensures that the quality of the clothes is kept high.

But it is not the most important thing for consumers, and may not be longer for the big exclusive modekonglomeraten.

Far more important is today to reach out to a broad and mixed international audience who wanted nothing more than to buy his förebilds style.

Virgil Abloh and Rihanna during a fashion show for Louis Vuitton in Paris. Photo: Swan Gallet/WWD/REX

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