Fenty Maison
TypeConsumer goods
IndustryFashion
Founded2019; 4 years ago (2019)
FounderRobyn Rihanna Fenty
Defunct2021
Headquarters24 rue Jean Goujon,
Paris
,
France
ProductsApparel
OwnerRobyn Rihanna Fenty
LVMH
ParentLVMH
Websitefentybeauty.com

Fenty (stylised as FEИTY) was a fashion brand of ready-to-wear founded by Rihanna under the luxury fashion group LVMH (Moët Hennessy Louis Vuitton). Fenty was launched in May 2019.[1] The fashion label made Rihanna the first woman and also the first person of colour to head a luxury brand for the LVMH group.[2] Fenty was closed in 2021.[3]

History

Establishment

On 10 May 2019, Rihanna announced her partnership with LVMH by posting the name and logo of the venture to her social media pages.[4] She also wrote a thankful caption, commending LVMH in working with her: "I couldn't imagine a better partner both creatively and business-wise, and I'm ready for the world to see what we have built together." The chairman and CEO of LVMH, Bernard Arnault said that Rihanna will be supported with a team and resources. He also added: "Everyone knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO and a terrific leader."[5][6]

Fenty was previewed on T: The New York Times Style Magazine, where Rihanna wore several garments and accessories from her first collection.[7] The venture made Rihanna the first woman of colour to lead a house under the LVMH brand, and the first woman to create an original brand for the group. Fenty is the first new producer of clothing, shoes, perfumes and accessories under the LVMH brand since 1987, which follows the seventy LVMH brands, including Louis Vuitton, Givenchy, and Christian Dior.[8][9][10]

Launch

Fenty was initially launched as a pop-up store on 24 May 2019, in Paris. It then opened worldwide as an online store on 29 May.[11][12] The store took over the first two floors of The Webster in Soho, New York, and was open until 30 June 2019.[13]

The fashion label announced its immediate and indefinite suspension of activities in February 2021.[14]

References

  1. ^ "Fenty: Everything You Need To Know About Rihanna's Fashion Brand". ELLE. 10 February 2021.
  2. ^ "Rihanna Is the First Black Woman to Head a Luxury Brand for LVMH". Vanity Fair. 10 May 2019.
  3. ^ Robinson, Roxanne (11 February 2021). "Why Rihanna's Fenty Clothing Line Has Been Put To An End". Forbes. Retrieved 22 November 2021.
  4. ^ "Rihanna's Fenty post". Instagram. Archived from the original on 24 December 2021.
  5. ^ "Rihanna makes history with new fashion label Fenty". BBC News. 10 May 2019.
  6. ^ "Rihanna teams up with LVMH to launch luxury fashion brand". SABC News. 10 May 2019.
  7. ^ Harris, Jeremy O. (20 May 2019). "Rihanna Opens Up About Her New Clothing Line, the Future of Fashion and Her Next Album". New York Times.
  8. ^ "Rihanna Fenty Fashion Brand LVMH - Rihanna First Fenty Collection". Harpers Bazaar. 11 June 2019.
  9. ^ "Maisons LVMH - High-end ready-to-wear, fine products". LVMH.
  10. ^ "Everything We Know About Rihanna's New Fenty Perfume". sqandal.com. 13 August 2021. Retrieved 18 August 2022.
  11. ^ "Rihanna Unveils Her Groundbreaking Fenty Collection In Paris". Vogue. 23 May 2019.
  12. ^ "FENTY to debut online on May 29th and in a pop-up store in Paris on May 24th". LVMH.
  13. ^ Fisher, Lauren Alexis (11 June 2019). "A Fenty Pop-Up Store Is Coming to New York". Harper's BAZAAR. Retrieved 13 March 2020.
  14. ^ Socha, Miles (10 February 2021). "Rihanna and LVMH: Now a Savage Focus". WWD. Retrieved 11 February 2021.
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