Rihanna’s Fenty fashion brand to close 'pending better conditions', LVMH announces

The Barbadian singer's two-year-old label is being 'put on hold'

FILE PHOTO: Pop superstar Rihanna poses in a pop-up store to present her first collection with LVMH for the new label, Fenty, which includes ready-to-wear and accessories, such as shoes, sunglasses and jewellery, Paris, France May 22, 2019. Picture taken May 22, 2019.    REUTERS/Charles Platiau/File Photo
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Rihanna’s fashion label Fenty is set to close, just two years after its grand arrival.

Backed by the French luxury conglomerate Louis Vuitton Moet Hennessy (LVMH), the singer announced in 2019 that she would head up and oversee the fashion line. However, now it seems that dream is being put on ice, for the time being.

Speaking to WWD, LVMH announced that, "Rihanna and LVMH have jointly made the decision to put on hold the RTW activity, based in Europe, pending better conditions."

While a future re-opening has not been ruled out, it seems that the present situation in Europe, as it battles to keep Covid-19 numbers under control, means that for the time being, it will cease trading.

With many countries facing repeated lockdowns, the impact on retailers has been heavy, Rihanna's company just one of many casualties.

The last collaboration at Fenty was with shoe designer Amina Muaddi, November 2020. Instagram / Amina Muaddi

In recent months, the Fenty ready-to-wear line has been keeping a low profile. It has not posted on social media since the start of 2021, and its last collaboration was with shoe designer Amina Muaddi in November 2020.

While the fashion line is being paused, it seems that more investment is being put into Rihanna's other ventures, Fenty Beauty and Fenty Skin, and her lingerie line, Savage X Fenty that launched in 2018.

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