LVMH hits pause button on Rihanna’s fashion brand

Louis Vuitton operator LVMH and audio star Rihanna have agreed to suspend her trend line…

Louis Vuitton operator LVMH and audio star Rihanna have agreed to suspend her trend line Fenty considerably less than two several years right after its launch, the French luxury merchandise giant said on Wednesday.

LVMH said in a assertion that Fenty’s prepared to don action, based in Paris, would be “put on maintain” pending much better ailments – a uncommon setback for the luxury group, which has weathered the coronavirus disaster much better than most rivals.

The R&B singer and LVMH released the Fenty trend brand name in May possibly 2019, only the 2nd time the French group experienced established a label up from scratch as it looked to faucet soaring desire for luxury celeb collaborations.

LVMH did not elaborate on the factors for hitting the pause button but right after a major launch and debut assortment, the brand name saved a low profile and never followed up with main internet marketing gatherings, even just before the Covid-19 disaster.

Trade publication WWD, which to start with claimed news that the label was being suspended, said on Wednesday that a skeleton employees remained at the Paris headquarters to wind down remaining operations.

Questioned about the trend enterprise throughout the group’s third quarter earnings simply call final October, LVMH’s finance chief Jean-Jacques Guiony called it “a work in development”. “We are nonetheless in a launching section, and we have to figure out just what is the right give” Guiony said. “It really is not one thing that is uncomplicated.”

LVMH also said on Wednesday that personal fairness fund L Catterton, which is connected to the group, experienced taken a stake in Savage X Fenty, Rihanna’s lingerie line.

“LVMH and Rihanna reaffirm their ambition to concentrate on the expansion and the long-expression growth of Fenty ecosystem focusing on cosmetics, skincare and lingerie,” it extra.