Rihanna’s Fenty fashion label closes after declining sales

Rihanna’s Fenty fashion label is set to shut down, after just two years in business. 

LVMH, the French owner of the luxury line, announced their plans to suspend production of the brand on Wednesday.

“Rihanna and LVMH have jointly made the decision to put on hold the ready-to-wear activity, based in Europe, pending better conditions,” it said in a short statement to WWD. 

Fans of Fenty will be reassured that while its signature streetwear will no longer be available to buy, the company will continue to expand its lingerie and beauty lines. 

The decision to halt the operation of the high-end clothing line, which was launched in 2019, was primarily driven by declining sales.

Fenty’s fashion products struggled to achieve the same popularity as its cosmetics and underwear, due to higher prices and reduced availability. While Fenty’s beauty range retails between $10 and $126, its apparel costs up to $1,000. Despite its inclusive sizing, the clothing line’s hefty price tag automatically alienates a large portion of her fanbase. 

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Consumers also found it difficult to access the brand. Unlike Fenty’s cosmetics, which could be purchased on the high street and in malls, Fenty clothing was sold mostly through its website. This restricted customers from trying on the garments before making the investment, further deterring them from splashing out on a Fenty wardrobe. 

However, the collapse of the Fenty fashion label does not mark the end of Rihanna’s entrepreneurial ventures. The Barbadian powerhouse is now focusing on her lingerie business, Savage X Fenty, which hit the market in 2018. The underwear line offers a wide range of bra sizes in various styles, retailing from $25 to $70. With a recent investment of $115 million, the future of the business looks strong. 

Rihanna’s cosmetics line, Fenty Beauty, also continues to grow, despite recently facing accusations of using child labor in India.