LVMH, Rihanna hit pause on Fenty fashion line as focus turns to lingerie, cosmetics

LVMH said in a statement that Fenty's ready to wear activity, based in Paris, would be “put on hold” pending better conditions — a rare setback for the luxury group, which has weathered the coronavirus crisis better than most rivals.

The R&B singer and LVMH launched the Fenty fashion brand in May 2019, only the second time the French group had set a label up from scratch as it looked to tap soaring demand for luxury celebrity collaborations. LVMH did not elaborate on the reasons for hitting the pause button but after a big launch and debut collection, the brand kept a low profile and never followed up with major marketing events, even before the Covid-19 crisis.

Trade publication WWD, which first reported news that the label was being suspended, said on Wednesday that a skeleton staff remained at the Paris headquarters to wind down remaining operations.

Source: Entertainment Trends (entertainmenttrends.net)

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