Singer Rihanna has trademarked her surname, Fenty, for use on clothing, lingerie, swimwear and beauty products, and is widely believed to be preparing to launch her own fashion label.
Rihanna, who has designed several collections for high street chain River Island - the first having launched in spring 13 - filed documents in June through her company Roraj Trade to trademark the brand names Fenty Apparel, Fenty Beauty, Fenty Clothing, Fenty Cosmetics, Fenty Face, Fenty Intimates, Fenty Lingerie, Fenty Makeup, Fenty Nails, Fenty Swim, Fenty Swimwear, Boomflick, Fenty Corp, Robyn, Fenty88 and Rhi Rhi.
Tania Clark, partner and trademark attorney at Withers & Rogers, said Rihanna’s decision to launch her own range was a logical next step, even though it “may be detrimental to her current commercial endeavours”. Rihanna has previously appeared in a campaign for Balmain and collaborated with MAC Cosmetics, among other projects.
Clark added: “Rihanna has already licensed her name and image to a wide range of merchandise and this latest move represents a natural step to exploit the repute her name and image has generated. She is very well placed to develop her own brand and securing registered trademark protection is the first step in the process.”