Rihanna and LVMH's FENTY to debut online from 29 May and in a Paris pop-up from 24 May

FENTY, the new luxury label from LVMH and music and style icon Rihanna, will make its global online debut on 29 May and in a pop-up in Paris from 24 May.

The label will operate from a global digital flagship store with "ephemeral" boutiques used to support its “See-Now-Wear-Now” product releases, which will include special-edition pieces, available for limited timeframes, along with core items.

A teaser film released to mark the launch of the house appears shows a collection of elevated streetwear items and a modern spin on denim with the collection covering ready-to-wear, footwear, accessories, and eyewear.

Rihanna, whose full name is Robyn Rihanna Fenty, is the CEO and Artistic Director of the label. She said her aim was to empower women through the collection.

“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and FENTY speaks to all of our intricacies. Some days I want to be submissive, many days I’m completely in charge and most days I feel like being both….so it was imperative that we created a line versatile enough to embrace and celebrate us in that way," she said.

"The collections are easily worn together and meant to be staples in our wardrobe. I’m just hyped to see people in my clothes, man."

LVMH announced earlier this month that the FENTY clothing collection was set to launch and it follows on from a highly successful collaboration between Rihanna and the luxury conglomerate on FENTY Beauty.

Announcing the launch LVMH chairman and CEO Bernard Arnaud said: "Everybody knows Rihanna as a wonderful singer, but through our partnership at FENTY Beauty, I discovered a true entrepreneur, a real CEO and a terrific leader. She naturally finds her full place within LVMH."