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Rihanna’s ready-to-wear line Fenty has been discontinued

Rihanna’s luxury Fenty Fashion House closes down in two years.

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Rihanna’s luxury Fenty Fashion House closes down in two years.

This fashion line was launched in 2019 and now the sales have slowdown due to discontinuation. This brand created uproar in the market as it was the first luxury brand owned by a black woman and it matches the values of Generation Z’s variety and inclusivity. It was known to be the second fashion luxury house that started from scratch by the French conglomerate LVMH, after Christian Lacroix in 1987.

However Rihanna chose Urban Luxe gong for the brand at the Fashion Awards in 2019, moreover, it can be noted that the discontinuation of Fenty is due to pandemic, travel restrictions and some teething problems.

Fenty brand was known for footwear, denim items, and eyewear, has struggled with supply chain issues and the singer, who is based in the US, has been unable to travel to collaborate with the Parisian fashion team.

During a press conference in October, LVMH’s chief financial officer, Jean-Jacques Guiony, also hinted that they were having their share of teething problems with the brand’s supply chain he also added “On Fenty fashion, we are still in a launching phase and we have to figure out exactly what is the right offer,”. “It is not easy. We were starting entirely from scratch. We have the great help from Rihanna on this, but I would say it’s still a work in progress when it comes to defining what the offer will be.” He said to New York Times.

Prices were also the factor that played a role as jeans were the price of £300 which was expensive for the fans to buy. According to the WWD website despite other LVMH-owned fashion brands such as Dior and Louis Vuitton bucking the trend of decay during the pandemic, net profits for the parent company fell 34% in 2020.

The collaboration with the footwear designer Amina Muaddi was in November last year and its last Instagram post was on 1 January it was noted as Fenty’s last collection. However, discontinuation of Fenty will not affect its side projects the lingerie arm Savage X Fenty and Fenty Skin, which are both considered successful in their field: the former made $108m (£78m) last year and the latter, which is available in Boots, has made £26m in four months, according to WWD.

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