But most ventures of the sort have been restricted to limited editions, and LVMH is looking to steal a march on peers by taking its pairing with 31-year-old Rihanna to another level.
It will be able to rely on Rihanna's social media credentials - the singer has amassed 70.5 million followers under her Instagram handle "badgalriri".
Known for her bold fashion statements at red carpet events, Rihanna is followed almost as much for her style as her music, and had already worked with other labels including sportswear brand Puma on collections under the Fenty name.
In contrast to other LVMH brands, Fenty products will be sold at significantly lower prices.
Prices range from 600 euros (R9 618.70) to 800 euros for a dress, 500 euros for sandals and 300 euros for costume jewellery.
The brand will be essentially an e-commerce-only venture, supported with temporary "pop-up" events rather than a store network.
The first "pop-up" store, Paris, will open on Friday for two weeks and the website on May 29.
The brand will first be available in 14 countries, in Europe and the United States, and will open in Asia by year-end.