Fashion

LVMH and Rihanna Are Pausing The Fenty Fashion House After 2 Years

The luxury conglomerate and the superstar are ceasing operations related to Fenty's fashion leg, with a supposed possibility of a second run in the future.
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Things have come to an eventual halt for Rihanna's two-year-old fashion house, Fenty. After ceasing Instagram posts on January 1, it is said that the last sale on the brand's website took place in November.  This pause in online activity has been followed by an official statement from LVMH to media channels and fashion magazines. "Rihanna and LVMH have jointly decided to stop Fenty - the European-based brand." It is said that the Maison's website will also disappear in the next few days. 

 

The Fenty empire, which counts L Catterton as one of its major investors, has also built wildly successful cosmetics, skincare and underwear extensions – a point of success that does not seem to have been mirrored in its clothing sales. Market sources estimate Fenty Skin has reached $30 million in sales in less than four months online. 

LVMH first hinted that things were not going well with Fenty when the company announced its third-quarter performance in October last year. Chief Financial Officer Jean-Jacques Guiony shared the trials and tribulations that often can come with starting a brand from scratch.

Rihanna's close relationship with LVMH can be traced back to 2015 – with the superstar often attending shows for Dior. She also appeared in "Secret Garden IV" – a Steven Klein campaign and short film shot inside Versailles, to promote the classic Esprit Dior collection. As for what's to come in the future? Both the luxury conglomerate and the singer are not ruling out a second homecoming for the fashion leg of Fenty.

 

 

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