Pop Singer Rihanna's Clothing Line "Fenty Fashion House" Suspended Indefinitely By French Luxury Giant LVMH Over Poor Sales

French luxury conglomerate LVMH Moët Hennessy Louis Vuitton (commonly known as LVMH) announced on Wednesday (Feb 10) that it has suspended indefinitely pop star Rihanna's clothing line "Fenty Fashion House" due to poor sales.

The French fashion behemoth had launched the label less than two years amidst a lot of fanfare. Rihanna was the first black woman to head an original brand with LVMH.

LVMH is said to have suspended the clothing line as the sales faltered due to the challenges posed by Covid-19 pandemic. However during the pandemic, LVMH’s two biggest fashion brands- Louis Vuitton and Dior- delivered for the Paris -based fashion conglomerate. LVMH revenue for the year 2020 fell by 17% to €44.7 billion. But sales at its fashion and leather-goods division—where Louis Vuitton and Dior account for most of the revenue—rose 18%.

In a statement to CNN Style, LVMH said the pause was a joint decision with Rihanna "pending better conditions," and LVMH will continue to support other elements of the Fenty empire, concentrating on "the growth and long-term development" of her beauty and skincare lines Fenty Beauty and Fenty Skin, as well as lingerie line Savage X Fenty.

Rihanna and LVMH had earlier come together in 2017 to launch a cosmetic lines.