After only two years in operation, Rihanna’s ready-to-wear fashion line, Fenty has been discontinued.
“Rihanna and LVMH have jointly made the decision to put on hold the ready-to-wear activity, based in Europe, pending better conditions,” the French luxury conglomerate said in a statement Wednesday.
According to The Guardian, the label - which was launched with the world’s biggest luxury group, LVMH in 2019 - made Rihanna the first black female to head up a fashion house at the company, which owns top luxury brands such as Givenchy, Dior, Dom Pérignon and Moët & Chandon champagnes.
However, Fenty is now shutting down due to the struggle of being able stay afloat amid the ongoing coronavirus pandemic.
Reports by WWD reveal that the Fenty fashion line had experienced good sales from its eyewear, shoes and denim, but found challenges in creating eight ready-to-wear collections a year, all while working remotely. With Rihanna being based in Los Angeles and her design team based in Paris, it was difficult for the singer to work hands on with her team on the fashion line.
The steep prices of the clothing items in the fashion line also reportedly played a role in the sales not meeting the desired numbers, as customers could not afford them.
LVMH is now planning to focus on Rihanna’s other projects, Fenty Beauty and Fenty Skin which are both doing very well.
The Fenty Fashion line is not the only luxury brand that’s been hit hard by the Covid-19 pandemic. Many brands and fashion retailers have found themselves filing for bankruptcy, closing down some of their shops and cutting jobs.
These brands include Burberry, Brooks Brothers, G-Star Raw Retail Inc, Guess Inc and Levi Strauss & Co.