Fenty was the first fashion house since Christian Lacroix in 1987, to have started from scratch under the LVMH name. Known for its high-end prices, the LVMH-backed brand was unable to appeal to Rihanna’s broad fan base. The luxury house and singer reportedly came to a mutual decision to end the brand, as confirmed in a released statement from LVMH, “Rihanna and LVMH have jointly made the decision to put on hold the RTW activity, based in Europe, pending better conditions.”
The Fenty Instagram has been inactive since January 1, 2021, and it is expected that its e-commerce site will go dark in the coming weeks. The focus will now shift towards Rihanna’s growing Fenty Beauty empire, as well as Fenty Skin and her highly successful Savage x Fenty lingerie line.
L Catterton, a private equity company LVMH currently has stakes in, has reportedly continued to invest in the other Fenty brands. LVMH recently said, “LVMH and Rihanna reaffirm their ambition to concentrate on the growth and the long-term development of Fenty ecosystem focusing on cosmetics, skincare and lingerie.”
The Fenty makeup line brought in around half a million dollars in sales in its first year and is expected to grow exponentially in the long-term. Both Fenty Beauty and Fenty Skin have set the benchmark for beauty brands throughout the industry, stepping away from the limited shade ranges and the lack of diversity in its campaigns.
LVMH and Rihanna have not yet ruled out the possibility of restarting Fenty again down the line.
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