Fenty Fashion: Farewell to Rihanna’s ready-to-wear brand

Superstar Rihanna’s Fenty Fashion brand is taking the brunt of the health crisis. Just two years after its launch - with the LVMH group - it ceased activity. This is what a spokesperson for the group reported in an article in the Women's Wear Daily published on Wednesday, February 10, 2021: "Rihanna and LVMH have jointly taken the decision to suspend the ready-to-wear activity , based in Europe, pending better conditions ".

For some time now, there has been some indication that Fenty is not doing well. Indeed, the brand has stopped publishing on its official Instagram account since January 1, 2021 and the last collection on the Fenty.com e-shop dates back to November 2020.

The announcement caused a stir and for good reasons. Rihanna is the first woman to create a fashion house from scratch within the French group, since Christian Lacroix in 1987 and the first woman of colour to lead a brand at LVMH.

On Instagram, the singer with 90 million subscribers, proudly poses alongside Bernard Arnault whom she thanks for "believing in this little girl from the western shore of an island".

Finally, for the advertising campaign to be completely successful, a first pop-up store was inaugurated in Paris, in the Marais district, in the presence of the singer.

The brand, which bears the singer's last name, is meant to be a mix of streetwear and luxury.

Inspired by the style of the singer, who is also the artistic director of the brand, the pieces were all made in Italy and were intended to speak to all women and to be worn by all body types.

In December 2019, a little more than six months after the launch of her ready-to-wear brand, Rihanna triumphed on the stage of the British Fashion Awards. At the Royal Albert Hall, Janet Jackson, who presides over the ceremony, presents Rihanna with the Urban Luxe award.

But what should be remembered from the short existence of Fenty Fashion House is surely the collection of shoes launched in collaboration with designer Amina Muaddi and almost become iconic, or sunglasses, "which have worked very well", specifies LVMH . But the brand, sold exclusively online or in ephemeral spaces, ultimately did not survive the fierce competition and the pandemic.

While the global health crisis may explain this failure, the Women’s Wear Daily article also points out that Fenty, despite the fame of its artistic director, has never managed to find its audience. The financial results of the brand, unveiled last October, had already cast doubt on the success of a brand that seemingly had the right formula. "We are still in a launch phase and we have yet to determine what is the right offer to propose", as explained by Jean-Jacques Guiony, CFO at the time.

Cosmetics and lingerie to Rihanna's rescue?

This line of luxury clothing was intended to be an extension of the universe of Fenty Beauty, Rihanna's cosmetics brand launched in 2017. It is on this market that the leading luxury group in the world now wants to focus. Moreover, Fenty Skin - the skincare brand that Rihanna loves to promote on her Instagram account - launched in September and sold in France since January 2021 would have sales figures "very promising" indicates the spokesperson for LVMH.

But that's not all, another activity is very successful: Savage x Fenty, the lingerie brand of the Barbadian singer. The group even announced a fundraising of 115 million dollars in which the American fund L. Catterton participated.


For Elemntz