Rihanna’s LVMH Fenty Label Is Going on a Hiatus amid COVID-19 Pandemic


Rihanna has proven to be an icon in many more ways than one. Yet most prominently, other than her music, is through her expressive and individual style. With three brand named after through global birth name, Rihanna re-entered into business with familiar parent company LVMH on a new Maison under the fashion conglomerate.  Fenty, founded in 2019, was created by Rihanna under the LVMH umbrella with the high hopes of being the pivotal high fashion brand for millennial to connect and relate to.

Unfortunately, news broke through a statement to Women’s Wear Daily stating that the high-end brand is going on a hiatus. “Rihanna and LVMH have jointly made the decision to put on hold the RTW [ready-to-wear] activity, based in Europe, pending better conditions.” the statement read. The better conditions could only come as a guess behind the heavy impact the fashion industry has taken due to the global pandemic we’ve all been experiencing. The Fenty label was the first brand to be launched by the LVMH moniker since Christian Lacroix in 1987. In addition, the first label to be ran and operated by a Black woman. Known for their exquisite, yet minimal designs, and inclusively creative ad campaigns, the Ready-To-Wear direct to consumer brand broke social media with the announcement of its debut.

Although the Fenty label is being temporarily put on ice Rihanna is still in her designing bag. Her lingerie line, Savage x Fenty, announced a $115 million dollar investment from L Catterton. The private firm was cofounded by LVMH and Bernard Arnault’s Groupe Arnault and serves as a cash funding cow to elevate the brand Arnault oversees. In a statement, the brand states that the funds will be coordinate to “support the existing business as well as help planned retail expansion.” In addition, Rihanna has skincare and beauty company Fenty Skin and Fenty Beauty.

Although few have taken the announcement as a gentle put to sleep, many have taken the announcement as a simple see you later.

One response to “Rihanna’s LVMH Fenty Label Is Going on a Hiatus amid COVID-19 Pandemic”

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