LVMH hits pause button on Rihanna’s fashion brand

Louis Vuitton proprietor LVMH and new music star Rihanna have agreed to suspend her style line Fenty much less than two years following its start, the French luxury merchandise big stated on Wednesday.

LVMH stated in a assertion that Fenty’s prepared to don exercise, based in Paris, would be “put on hold” pending better circumstances – a unusual setback for the luxury group, which has weathered the coronavirus crisis better than most rivals.

The R&B singer and LVMH released the Fenty style brand in May 2019, only the 2nd time the French group had established a label up from scratch as it appeared to faucet soaring demand from customers for luxury celebrity collaborations.

LVMH did not elaborate on the motives for hitting the pause button but following a huge start and debut collection, the brand stored a low profile and in no way followed up with important marketing and advertising events, even just before the Covid-19 crisis.

Trade publication WWD, which initially claimed news that the label was being suspended, stated on Wednesday that a skeleton staff remained at the Paris headquarters to wind down remaining functions.

Questioned about the style venture for the duration of the group’s 3rd quarter earnings call previous Oct, LVMH’s finance chief Jean-Jacques Guiony named it “a perform in development”. “We are even now in a launching stage, and we have to figure out specifically what is the proper give” Guiony stated. “It can be not something that is easy.”

LVMH also stated on Wednesday that non-public fairness fund L Catterton, which is related to the group, had taken a stake in Savage X Fenty, Rihanna’s lingerie line.

“LVMH and Rihanna reaffirm their ambition to focus on the advancement and the long-term progress of Fenty ecosystem concentrating on cosmetics, skincare and lingerie,” it included.