Rihanna is reportedly set to make history as the first black woman to head up a fashion brand at the world’s largest luxury conglomerate, LVMH.

It would be the first new fashion house to be launched, since they gave us Christian Lacroix back in 1987.

The new brand is expected to take the singer’s last name, Fenty, which she also uses for her make-up and lingerie businesses.

While the details of Rihanna’s new fashion brand remain a secret, its concept is a reflection of the state of play in the fashion industry. Established and heritage brands are increasingly working with high-profile celebrities in an effort to court the lucrative “Generation Z” consumer market.