Rihanna’s Fenty Luxury Clothing Line Is Taking a Pause After Two Years
Rihanna’s Fenty brand made her the first black woman to helm a luxury fashion house but the brand has recently announced a pause in productions.
In 2019, Rihanna began a fashion line through LVMH (Moët Hennessy Louis Vuitton) with her last name, Fenty, attached to it. Rihanna was given complete artistic control over the brand, in agreement with the CEO Bernard Arnault. This clothing line became the first new launch for the house since 1987 with Christian Lacroix. But after two years since its launch, the owners decided the profits were not where they should be and the line will be on hold until further notice.
The brand strategy was strong at launch. I loved the Kwame Braithwaite references but it fell off after that imo. There wasn’t a clear story about what Fenty was, it’s ethos + who its customer was — The brand strategy fell off.
— Shelby Ivey Christie (@bronze_bombSHEL) February 10, 2021
Love me some Rih tho! She’s still the queen.
The fashion brand reflected the artist’s personal style, giving fans classic, luxurious silhouettes and tailored fittings for enterprising women. The clothes could work both front row at a fashion show or a sleek fit on any sidewalk in New York City. On top of this, their specially designed eyewear and strappy heels were an essential part of the brand’s iconography. However, the price point and minimal advertising played a part in the downfall of the brand.
Glam: Rihanna pictured stepping out in New York to see a play on Broadway on Saturday, top to toe in her Fenty clothing line. pic.twitter.com/Vv5CmeAfj2
— Lilian Chan (@bestgug) September 15, 2019
This was not true however for the other Fenty brands; her beauty and lingerie business took off amongst the general public as they were more accessible. Savage x Fenty has been an acclaimed lingerie brand leading the body-positivity movement. Rihanna took the brand to the next level when she released two different Amazon Prime specials complete with performances from top music artists, celebrities, and models.
rihanna for savage x fenty pic.twitter.com/H5E7a8FbO6
— n (@modernmodells) February 4, 2021
Fenty Beauty also created a massive cultural shift in the beauty industry when it released an inclusive line of over 40 different skin tones in its products. The brand exclusively sold to Sephora stores and Forbes estimated their worth at $3 Billion. Her most recent launch is Fenty Skin, a collection of cremes, cleansers, oils, and other skincare items that seemingly revolutionize the skin game.
rihanna for fenty beauty pic.twitter.com/veUiTYyfTA
— ✨ (@PRADAXBBY) February 9, 2021
If you’re curious about how you can snag your own piece of the Fenty empire, look no further than your nearest Sephora for beauty and skincare products or check out her Savage x Fenty website to get your hands on some new playful lingerie.
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