Why Rihanna’s Fenty Fashion Line with LVMH Didn’t Work Out
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.
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.
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.
Not much brand awareness
Compared to the other Fenty brands, there wasn’t a lot of publicity for the Fenty fashion house. Fenty Beauty has been a huge success, with its inclusive range of makeup products which were widely praised by experts and fans all over. Savage x Fenty was also applauded for embracing body-positivity in its campaigns and runway shows.
Fenty’s latest collection was a collaboration with Rihanna’s favourite footwear designer Amina Muaddi in November 2020 and is comprised of four pairs of shoes including a pump, a slingback and two sandals. The fashion brand’s last Instagram post was on January 1 this year.
Supply chain issues
The brand has been struggling with supply chain issues and this was made worse after the global pandemic hit, as the US-based singer was unable to travel in order to collaborate with her Parisian fashion team.
LVMH Chief Financial Officer Jean-Jacques Guiony previously spoke about teething issues during a press conference in October 2020, according to news reports. analysts about Fenty in October.
He said: “We are still in a launching phase and we have to figure out exactly what is the right offer.
“It’s still a work in progress.”
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