Rihanna Opens Up On Why She Uses Fenty In Naming Her Brands


Rihanna, fresh from missing the MET gala and breaking our collective hearts, had a sit down with the New York Times to discuss a variety of subjects.

She talked about why she uses the name ‘Fenty’ to name her brands and her recent collaboration with LVMH.


On her deal with LVMH, Rihanna said:  “I’ve been slowly evolving throughout the fashion world. First wearing it, buying it, being recognized for my style and then collaborating with brands. I never just wanted to put my name on something and sell my license. I’m very hands-on, so I wanted to take it slowly and gain respect as a designer. I already had a relationship with them after the Versailles campaign  and the makeup line, so they extended the offer to me and it was a no-brainer because LVMH is a machine. Bernard Arnault was so enthusiastic; he trusted me and my vision.”

As for why she uses the name ‘Fenty’ when dealing with stuff outside of music, Rihanna explained that this was a way to separate the brands and now dilute her brand in any way.


She explained: “I used to be afraid to step into the whole celebrity makeup world. I saw brands like Hilary Duff and Hannah Montana have so much success [in the aughts], but it got to a place where they were so oversaturated in the market that it diluted their personal brands. It made me think, “I’m not going to do this, because you lose your respect and credibility,” and so every collaboration I did outside of music, I used Fenty so that you didn’t have to hear the word “Rihanna” every time you saw something that I did. So Rihanna stayed the music, the person. But these other brands are called Fenty.”

You can read the full interview with NYT here.

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