As LVMH hits pause button on Fenty fashion line, fans hope for Rihanna to press play on music career

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Robyn Rihanna Fenty and Linda Fargo celebrate the launch of FENTY at Bergdorf Goodman at Bergdorf Goodman on February 07, 2020 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Bergdorf Goodman)
Robyn Rihanna Fenty and Linda Fargo celebrate the launch of FENTY at Bergdorf Goodman at Bergdorf Goodman on February 07, 2020 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Bergdorf Goodman)

She’s a top-selling music artist, actress, and global fashion icon. But none of that – it seems – was enough to keep the lights on at Rihanna’s luxury fashion label, Fenty. 

Parent company, LVMH, on Wednesday said that the Fenty ready-to-wear line would be “put on hold, pending better conditions” – a rare setback for the French luxury group which has reared the pandemic’s economic climate better than most rivals. 

The brand launched less than two years ago with a splashy event at which Rihanna said; “I’ve never done something this high-end and with a team this big and bad. I mean, LVMH is a monster of a machine, so working with them you can only expect the best.”  

READ MORE: A quick look inside the debut collection of Rihanna's new groundbreaking luxury maison

LVMH did not elaborate on why it’s now hitting the pause button, but after showcasing its debut collection in May of 2019, Fenty kept a low profile and never followed up with major marketing events even before the health crisis hit. The inception of the Fenty label marked only the second time the retail group had set up a brand from scratch – the first being Christian Lacroix’s eponymous brand in 1987. 

LVMH also owns Louis Vuitton and Tiffany & Co, among many other high-end brands. 

Named after the beauty mogul – Robyn Rihanna Fenty – the label was meant to tap into the soaring demand for luxury celebrity lines and build on the singer’s joint cosmetics venture with LVMH with a full range of clothing, shoes, and accessories. 

The parent company said it would continue to focus on growing Rihanna’s skincare products and cosmetics as well as her lingerie line – Savage x Fenty.

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