【教书匠阿伦-外刊精读】LVMH迎娶蕾哈娜，颠覆还是救赎？

Is Rihanna the Coco Chanel of the 21st century?

Moët Hennessy Louis Vuitton LVMH, the parent company of Dior, Givenchy and Fendi, apparently thinks so. It is in the midst of a deal to back her in a fashion brand, making her the first female designer of color at the largest luxury conglomerate in the world.

The news, confirmed by sources within the group who were not authorized to speak for the company, was first reported by WWD. Neither LVMH nor Rihanna would comment, though the singer has recently been photographed on the street wearing a “mystery” pair of oversize Fenty-branded square sunglasses hinting at what may be to come.

The combination of Fenty and LVMH will be the clearest expression yet of how celebrity, social media and influencers have redefined the power balance between culture and consumption, changing the way brands of all kinds relate to their audience.

It is not insignificant that despite the number of well-known and respected designers currently unemployed in the fashion world, including Alber Elbaz, Stefano Pilati and Peter Copping, the dominant luxury group decided to put its money where a pop star was.

蕾哈娜会是21世纪的可可香奈儿吗？迪奥，纪梵希，芬迪的母公司LVMH(注，全称明悦轩尼诗—路易威登集团，一个时尚大牌合并的集团)，觉得这是显而易见的。邀她重回时尚品牌界，并成为世界第一大奢侈品联合企业第一位女性色彩设计师的合约，目前正在商讨之中。

新闻援引公司员工内部消息，并由WWD(注，时尚界老牌刊物)率先披露。LVMH和蕾哈娜都不会对此作出回应，虽然这位歌手近期曾被拍到带着神秘大号Fenty方墨镜出门，这被认为是对此次合作的暗示。

Fenty和LVMH的结合将会是迄今业界名人、社交媒体和高影响力者如何重新定义文化和消费二者力量平衡的典范，它们的结合改变了所有品牌与他们受众的关系。

蕾哈娜，一位多才多艺的艺术家、千禧年代表音乐家之一，从未接受过正规时尚培训，但她对个人形象有着清晰的愿景——Billboard(一个北美音乐榜单)14支单曲达到排行第一、超过50首40强歌曲、Instagram6700万粉丝，并拥有打破现状的能力。

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