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Brand & Business: Publicis Luxe’s Laboratory OFF Announces Their First Project, Collaboration With FENTY, LVMH and Rihanna’s House of Luxury

Words by Theda Braddock

OFF’s first project is a collaboration with new luxury house FENTY led by CEO and Artistic Director, Robyn Rihanna Fenty

OFF’s talents unite with FENTY’s team to narrate and share the inspirations and cultural anchors behind each collection, including the precision and innovation of the Maison’s savoir faire, to create an even richer, even more plural, even more inclusive experience, Release after Release. 


FENTY is a new house of luxury, a new creative path and a new relationship between Rihanna and LVMH. Inspired by a global community, freed from traditional frontiers, FENTY promotes a fundamental liberty: to be free from conventions and established rules. FENTY also incarnates the spirit of Rihanna, a new approach to modern luxury: agile and dynamic, sophisticated and egalitarian, audacious and courageous. 

OFF is a creative and collaborative project launched by Publicis Luxe, an open, bubbling laboratory where you will find a cross of culture and communication, words and objects, marketing and art. Born of the passionate Publicis Luxe community of talents and a desire to invent out-of-the-box experiences, OFF is at once an alternative creation method, a physical place and a polyphormic team. 

The fruits of this collaboration will be visible across the official Maison Fenty Instagram account (amongst other places), and regular physical events. 

About the Contributor

Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.

Partner with adobo Magazine

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