UNDER RIHANNA’S UMBRELLA
THE POWER OF A SEISMIC STAR
Rihanna knows how to handle her business! So reads one of the titles on rihannadaily.com, the pop star’s official website dedicated to RiRi’s multiple activities and events. Indeed, the steamy and ever-progressing songstress knows how to keep her foot in many shoes, including her Puma sneakers, for which she is Creative Director since December 2014. Since she joined the German sportswear giant, she has turned out a number of hot hitters, including a futuristic sneaker, a creeper, sexy ath-leisure garb and a fur-lined slide, inspired by her relentless globe-trotting pace. Her commitment is empowering, passionate and totally hands-on - she thrives on the notion of women succeeding in areas primarily dominated by men. And the fruits of the collaboration were quick to come with Puma’s net earnings up 4 percent in the first quarter of 2016.
Born Robyn Rihanna Fenty, last year the 28-year old Barbados-born star also became the first black face of Dior. Rihanna’s first-ever collection with Manolo Blahnik just hit stores with a sultry, denim-centric focus. “I have always loved Manolo Blahniks. Mr. Manolo’s shoes are the most luxurious and timeless shoe there is! His designs make women feel incredible when they wear them, so to be able to collaborate with him and combine our sensibilities has been a dream come true!” she muses.
Rihanna is certainly one of the most powerful celebrity endorsements of the moment. Further proof is the fact that the singer has signed a deal with LVMH to do a full makeup line called Fenty Beauty, slated to debut in September 2017. According to press reports, the deal is estimated at around $10 million.
Rihanna also controls a host of companies she founded including Roraj Trade, the mother-company for all Rihanna’s business which owns trademark to “Rihanna”, “Rebelle By Rihanna”, “Rebl’l Fleur” and “$chool Kills”; Rihanna Entertaiment that merges all of her businesses, including music, film, fragrance, fashion, and book ventures; Fenty Corp that hires multiple staff including consultants, project managers, assistants etc.; Westbury Road Entertaiment, Rihanna’s own record label with the first song published being Four Five Seconds featuring Kanye West and Sir Paul McCartney.