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LVMH: Rihanna takes a break from Fenty’s fashion adventure to devote herself to lingerie and cosmetics

LVMH: Rihanna takes a break from Fenty’s fashion adventure to devote herself to lingerie and cosmetics

Louis Vuitton owner LVMH and music star Rihanna have agreed to end the Fenty ready-to-wear line less than two years after its launch, the French luxury giant said Wednesday.

 

LVMH indicated in a press release that Fenty’s ready-to-wear business, based in Europe, would be “put on hold” pending better conditions.

 

He also indicated that the investment fund L Catterton, supported by LVMH, had taken a stake in Savage X Fenty, Rihanna’s lingerie line.

 

“LVMH and Rihanna reaffirm their ambition to focus on the long-term growth and development of the Fenty ecosystem, focused on cosmetics, skincare and lingerie,” he added.

 

LVMH and the R&B singer launched the Fenty fashion brand in 2019, a rare move for the French group which created a label from scratch to meet the growing demand for collaborations with luxury celebrities.

 

Fenty – named after the singer’s full name, Robyn Rihanna Fenty – was intended to strengthen the singer’s cosmetic joint venture with LVMH with a full range of clothing, footwear and accessories.

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This was the first brand that the acquiring group – which also houses renowned fashion houses such as Christian Dior and Givenchy – had entirely created since the launch of Christian Lacroix’s eponymous brand in 1987. It was eventually sold in 2005 after struggling to make a profit.

 

Read also > THE ECONOMIC BOOM OF THE AMERICAN COSMETICS GROUP ESTEE LAUDER

 

Photo à la Une : © Rihanna

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