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Rihanna to close down Fenty fashion venture

PARIS: Louis Vuitton owner LVMH and singer Rihanna have agreed to shut down her fashion line Fenty after less than two years in production.

The French luxury goods giant said in a statement that Fenty’s ready to wear activity, based in Paris, would be “put on hold” pending better conditions – a rare setback for the luxury group, which has weathered the coronavirus crisis better than most rivals.

The R&B singer and LVMH launched the Fenty fashion brand in May 2019, only the second time the French group had set a label up from scratch as it looked to tap soaring demand for luxury celebrity collaborations.

LVMH did not elaborate on the reasons for hitting the pause button but after a big launch and debut collection, the brand kept a low profile and never followed up with major marketing events, even before the COVID-19 crisis.

Trade publication WWD, which first reported the news that the label was being suspended, said that a skeleton staff remained at the Paris headquarters to wind down remaining operations.

LVMH also said on Wednesday that private equity fund L Catterton, which is connected to the group, had taken a stake in Savage X Fenty, Rihanna’s lingerie line.

“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,” it added.

Named after the singer full name, Robyn Rihanna Fenty – the fashion label was meant to build on the singer’s joint cosmetics venture with LVMH, with a full range of clothing, shoes and accessories.

It was the first label the group – also home to storied couture houses such as Christian Dior and Givenchy – had fully created since Christian Lacroix’s brand launched in 1987. It eventually sold that on in 2005 after it struggled to ever turn a profit.