When Rihanna launched Fenty Beauty with an inclusive range of 40 foundation shades she shook the industry. We were all rooting for her and since then she has gone from strength to strength. Backed by fashion giant LVMH she opened up her lingerie brand Savage X Fenty, another disruptor, followed by her fashion line Fenty. 

The introduction of Fenty Fashion to Rihanna’s empire was significant as it was the first time since 1987 that LVMH had ventured into creating a new brand from scratch. However, yesterday it was announced that after less than two years LVMH and Rihanna have decided to pull the plug on Fenty fashion. 

LVMH told WWD “Rihanna and LVMH have jointly made the decision to put on hold the ready-to-wear activity, based in Europe, pending better conditions.”

Fenty fashion launched in Spring 2019 and less than a year later, the coronavirus pandemic hit which has been detrimental for established businesses, nevermind a start-up. The hype around Rihanna’s fashion line was moderate compared to the reception the beauty and lingerie lines received. As a new brand, fighting against long standing, heritage brands, some of which have been around for centuries, Fenty Fashion was bound to miss it’s bottom line especially as the label boasted nothing new or innovative when compared to Fenty’s other offerings. 

The pandemic will also have impacted the logistics of running Fenty Fashion as its maison operates from Paris, whilst Rihanna lives in the US where Fenty Beauty and Savage X Fenty are based. 

LVMH still has faith in Rihanna though as they turn their attention to Fenty Beauty and Savage X Fenty as private equity giant L Catterton – which LVM has a stake in – fundraised $115 million to support the growth of the latter. 

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