As luxury brands struggle to stay relevant, many of these brands are now recognizing how important millennial consumers are. Young, affluent consumers are taking cues from casual street wear, demand newness, and expect brands to reflect their ideals. Rihanna's Fenty Maison marks a number of firsts for LVMH specifically, including LVMH's first original brand created by a woman. Partnering with Rihanna was a particularly smart move for the company, as she champions inclusivity in everything she does. The new brand is a natural step in the evolution of the new era of luxury.