Singer Rihanna has unveiled her new fashion label with Louis Vuitton owner LVMH, building on the existing joint project in cosmetics with a full range of clothing, shoes and accessories.

“My fashion will be different and non-traditional because I do not come from this industry,” the singer said in a news conference, hoping to introduce a “new vision of fashion.”

The brand, Fenty, is presented in a store in Paris’ trendy Marais district.

Unlike LVMH’s other brands, Fenty products will be sold at significantly low prices ranging from $669.18 to $900 for a dress, $560 for sandals and $335 for costume jewelry.

The brand will be mainly an e-commerce-only venture, supported with temporary “pop-up” events, with the first one set to take place on Friday for two weeks at a Paris store.

The collection will become online starting May 29.