According to WWD, Fenty stopped posting brand articles and images on its Instagram account from January 1, and the last collection sale on Fenty.com also took place in November.

LVMH also confirmed in a statement sent to media channels and fashion magazines, “Rihanna and LVMH have jointly made the decision to discontinue Fenty – a brand based in Europe.” At the same time, Fenty.com – the Fenty e-commerce and distribution website – will also disappear in the next few days. 

The strange thing is that before that, Fenty had already called on shareholders to invest, including L Catterton, LVMH and the female singer also did not hide her ambition in developing cosmetics, skin care and underwear lines that were originally believed to be is Fenty’s best seller. For example, market sources estimate Fenty Skin has achieved $30 million in sales in less than four months on its e-store. The brand launched at Sephora locations in January, and it’s also available at Harvey Nichols and Boots in the UK.

LVMH hinted that things weren’t looking too good at Fenty when the company announced its third quarter last October, with Chief Financial Officer Jean-Jacques Guiony frankly sharing: “Doing business at Fenty is not easy.” , LVMH had to start everything with the brand from scratch, unlike Dior or other brands. We obviously had great help from Rihanna, we had successes, but also many ineffective activities .”

Rihanna and LVMH’s close relationship can be seen in 2015, when Rihanna attended shows for Dior (Arnault and LVMH’s most valuable fashion asset at the time). She also appeared in “Secret Garden IV” – Steven Klein’s campaign and short film shot inside Versailles, to promote the classic Esprit Dior collection. The termination of Fety’s business still leaves open many collaborations between the famous female singer and LVMH in the near future.