Barbados' singer Rihanna poses during a promotional event of her brand Fenty in Paris.
Rihanna said Thursday she had been given complete freedom to design her first fashion line for French luxury powerhouse LVMH, which is banking on the pop diva to find a new market of millennials beyond the reach of its traditional brands.
The Barbados-born superstar is the first black woman to head up a fashion house for the Paris-based firm, which owns Dior, Louis Vuitton, Fendi and Givenchy among others.
Rihanna's new line "Fenty" -- after Robyn Rihanna Fenty, her full name -- was unveiled to fashion journalists in the French capital on Thursday and is to go on sale Friday in a pop-up store near the famous Place des Vosges.
"I just want to see things from my perspective. I'm a young black woman who loves and embraces all of the young people ideas and energies, I'm so about that.
"It is about turning all of that into something luxurious for this fashion house which has been doing it forever."
The singer, who has 170 million followers on social media, thanked the billionaire boss of LVMH Bernard Arnault for giving her "carte blanche".
Despite its dominance, LVMH has not started a luxury brand from scratch since Christian Lacroix in 1987.
"I appreciated that they were flexible enough to allow me to have a different perspective of how I want to do things," Rihanna said.
"They allowed me to do that, so it's great," she added.
The singer, who is working on her ninth album, was helped with the collection from designers from across the LVMH empire.
Arnault said earlier this month that a "talented and multicultural" team had been set up behind the scenes.
"Definition of my style? Very flexible, moody, just like most women. What I feel like at this moment on the day, how comfortable I want to be, how conservative, how sexy," Rihanna said Thursday.
Singer Rihanna is the first black woman in history to head up a major Parisian luxury house.
The 31-year-old is not the only pop icon to have become a fashion industry player. Beyonce, who has her own Ivy Park and House of Dereon labels, last month signed a deal with German sportswear giant Adidas.
Black designers have also been making dramatic inroads into the fashion industry of late, with the American Virgil Abloh the most talked about designer at recent Paris fashion weeks.
Abloh, whose parents come from Ghana, now heads LVMH's Louis Vuitton menswear line as well as his own Off-White Label.
Singer Rihanna is to launch a fashion label with French luxury goods group Moët Hennessy Louis Vuitton (LVMH).
New invitees include Lady Gaga, Sterling K. Brown, Claire Foy, Letitia Wright, Tom Holland and Adele.
Singer Adele has parted ways with her husband, Simon Konecki, according to a statement from her representative Benny Tarantini.
Tiffany & Co. is launching its first comprehensive jewelry collection for men in October as it seeks to diversify its traditional customer base.
An occasional stop for fast food can fit into a healthy diet — if you’re careful about what you order. Consider the following tips.
Iceland on Sunday honours the passing of Okjokull, its first glacier lost to climate change, as scientists warn that some 400 others on the subarctic island risk the same fate.