Despite the massive success of her other brands such as Fenty Beauty and Fenty Skin, Rihanna's clothing line will be put on pause indefinitely, according to a statement by luxury conglomerate LVMH
Rihanna and LVMH are shutting down the pop singer’s luxury label Fenty after less than two years of production. The luxury conglomerate announced that Fenty's ready-to-wear line is being suspended indefinitely “pending better conditions”. It did not elaborate more on the news.
When Rihanna, whose full name is Robyn Rihanna Fenty, and LVMH first announced their fashion line, both the fashion industry and fans of the singer had welcomed the news as it was a history-making deal. Launched in spring 2019, it was the first luxury label run by a black woman and also the second original brand launched by LVMH after Christian Lacroix in 1987.
The Fenty fashion line had been mainly recognised for its denim wear, shoes, and eyewear, but was undoubtedly not as strong in terms of growth as the other elements of the Fenty empire: namely, the beauty lines Fenty Beauty, Fenty Skin and Savage x Fenty, the lingerie range.
(Related: Rihanna Launches Her New Multi-tasking Skincare Line—Fenty Skin)
The impact of Covid-19 was also played a key role in why the Fenty fashion line met its demise. Here are some other possible factors.
Steep prices
According to fashion analysts, despite Rihanna’s huge fanbase, the Fenty label’s prices were too steep for most of them. In fact, when the first fashion collection was first introduced in May 2019, many of her fans, as well as social media users, had baulked at the price of the items. However, others came to her defence and said it should not come as a surprise since the label was under a luxury goods company that also owned fashion houses such as Christian Dior, Louis Vuitton and more.