Superstar singer Rihanna is already known as a fashion icon and, certainly since the launch of her make-up line Fenty Beauty, as a business phenom.

Now, LVMH Moët Hennessy Louis Vuitton, the luxury conglomerate which backed Fenty Beauty in 2016, is partnering with the star on her own fashion house, Fenty, or “the Fenty Maison.”

The play makes sense for LVMH, which may be seeking a way to make more diverse and youthful a roster that is heavy on heritage labels like Emilio Pucci, Christian Dior and, of course, Louis Vuitton. Rihanna makes history as the first black woman to lead a fashion house at LVMH.