LVMH Announces Closure Of Rihanna’s Fashion Brand Fenty

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LVMH Announces Closure Of Rihanna’s Fashion Brand Fenty

After launching two years ago in partnership with French luxury conglomerate LVMH, Rihanna’s Fenty fashion line is closing its doors.

The news was made in a joint statement from Fenty and French luxury conglomerate LVMH to Women’s Wear Daily (WWD) which reads: “Rihanna and LVMH have jointly made the decision to put on hold the RTW activity, based in Europe, pending better conditions.”

The e-commerce site is expected to go dark within the coming weeks, while the Instagram account hasn’t been active since January 1.

In 2019, Rihanna made history when she became the first Black woman to lead a luxury brand for LVMH but like most brands, the line has suffered as a result of the coronavirus pandemic.

It’s understood the focus of LVMH will shift towards Rihanna’s other Fenty ranges such as her cosmetics line Fenty Beauty, as well as her popular lingerie line Savage x Fenty.

“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,” LVMH and Rihanna added in the statement to WWD.