When LVMH announced it had partnered with Robyn Rihanna Fenty, better known as just Rihanna, in May, the global luxury group could have been forgiven for thinking that it had adopted a brand ambassador that would sprinkle her stardust across other maisons in the group, such as TAG Heuer, Bulgari or Zenith.
Not so, it would appear, because the entrepreneur, model and pop superstar chose to wear a Chopard watch to her debut catwalk show for Fenty in New York this week.
Of course, there is no suggestion of impropriety. Bernard Arnault, chairman and CEO of LVMH, would never have expected to limit the creative freedom of a genius like Rihanna when he described her as a true entrepreneur, a real CEO and a terrific leader, when the creation of Fenty was announced.
“She naturally finds her full place within LVMH,” Mr Arnauld added in May.
Ms Fenty was equally excited to be part of the LVMH family. “I couldn’t imagine a better partner both creatively and business-wise,” she said as the brand was unveiled. “I’m ready for the world to see what we have built together.”
Chopard may struggle to suppress a smile at the sight of Ms Fenty wearing one of its watches to one of the biggest fashion events of the year, paid for by LVMH.
She chose to face the press wearing a Chopard Happy Sport watch in 18ct gold adorned with over 16 carats of diamonds, the brand had announced.