LVMH hits pause button on Rihanna’s fashion brand

Louis Vuitton owner LVMH and audio star Rihanna have agreed to suspend her trend line Fenty less than two a long time following its start, the French luxury goods big explained on Wednesday.

LVMH explained in a assertion that Fenty’s completely ready to wear exercise, based mostly in Paris, would be “set on keep” pending greater circumstances – a unusual setback for the luxury group, which has weathered the coronavirus crisis greater than most rivals.

The R&B singer and LVMH launched the Fenty trend brand in May perhaps 2019, only the 2nd time the French group experienced established a label up from scratch as it looked to tap soaring need for luxury celebrity collaborations.

LVMH did not elaborate on the factors for hitting the pause button but following a major start and debut collection, the brand saved a low profile and hardly ever adopted up with key internet marketing activities, even prior to the Covid-19 crisis.

Trade publication WWD, which initially reported news that the label was remaining suspended, explained on Wednesday that a skeleton staff members remained at the Paris headquarters to wind down remaining operations.

Asked about the trend venture during the group’s third quarter earnings contact previous October, LVMH’s finance chief Jean-Jacques Guiony termed it “a work in development”. “We are continue to in a launching section, and we have to figure out specifically what is the right offer” Guiony explained. “It truly is not a thing that is easy.”

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

“LVMH and Rihanna reaffirm their ambition to focus on the progress and the prolonged-phrase development of Fenty ecosystem focusing on cosmetics, skincare and lingerie,” it included.