Photo credit: Kevin Mazur/Getty Images for Fenty Beauty by Rihanna
TECHNOLOGY SNEAKERS & FASHION

Rihanna Enriches Fenty with Metaverse Filing

Rihanna is reportedly eyeing an IPO for Savage X Fenty at an estimated $3 billion value. Now, Fenty has filed for a trademark, signaling a metaverse move.

Rihanna was forecasting her future on her 2012 Mike WiLL-Made It-produced smash “Pour It Up” when she sang, “All I see is dolla signs.”

Reported as a billionaire by Forbes last August, RiRi is making moves in the metaverse.

The nine-time Grammy winner and mogul has filed for a Fenty trademark through Roraj Trade LLC, according to trademark attorney Josh Gerben of Gerben Law.

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“FENTY”

Description: Standard character mark

What it’s for:

  • Downloadable virtual goods, namely, “computer games featuring cosmetics and makeup, cosmetic and makeup accessories, hair care preparations, hair coloring preparations, hair styling preparations, hair care accessories, hair coloring accessories, hair styling accessories, skin care preparations, skin care accessories, soaps, perfumes and personal fragrances, all of the foregoing for use in online virtual worlds”
  • Retail store services that feature goods for online use as well as virtual merchandise
  • Entertainment services, specifically, “providing online, non-downloadable virtual cosmetics and makeup, cosmetic and makeup accessories, hair care preparations, hair coloring preparations, hair styling preparations, hair care accessories, hair coloring accessories, hair styling accessories, skin care preparations, skin care accessories, soaps, perfumes and personal fragrances for use in virtual environments”
  • Mobile applications, namely, “computer application software for mobile and smart phones for web browsing, retail services and shopping, e-commerce services, device and account management, audio and video streaming; digital media, namely, digital collectibles, digital tokens, non-fungible tokens (NFTs) and digital art”
  • Additionally, the trademark covers “non-downloadable virtual goods, namely, digital art, photographs, videos, or audio recordings; providing online digital artwork and images; providing online non-downloadable software featuring non-fungible tokens (NFTs) or other digital tokens based on blockchain technology”

The filing comes as Bloomberg reported last Thursday that “Rihanna is working with advisers” on an IPO that places an estimated $3 billion value on the lingerie brand Savage X Fenty.

Savage X Fenty raised $125 million in a January funding round, elevating their reported total funds raised to $310 million since launching in 2018.

The lingerie brand was preceded in the Fentyverse by Fenty Beauty in 2017, which immediately established a global presence with 1,600 stores in 17 countries (h/t LVMH).

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