Rihanna’s bold move into the world of luxury fashion has ended in disappointment. The global superstar, famous for her success in music, beauty, and lingerie, lost about 36 million dollars after her Fenty fashion line with Louis Vuitton’s parent company LVMH collapsed. The brand was launched in 2019 with high expectations. It aimed to reinvent luxury through inclusivity and innovation, but within two years the project was shut down because of pandemic disruptions and heavy losses. Despite the financial hit, Rihanna’s reputation in fashion and beauty remains powerful and respected.
A Partnership That Made History
The collaboration between Rihanna and LVMH was a milestone in fashion history. When Fenty debuted, she became the first Black woman to lead a luxury fashion house under the LVMH group. It was an unprecedented step in an industry often dominated by long-established European brands. The company was registered under the name Project Loud France, inspired by her album Loud, a symbol of her confident and creative approach. However, soon after the launch, global lockdowns disrupted production. Travel restrictions made it impossible for Rihanna to visit workshops in Paris and Italy, preventing her from personally supervising the creative process.
Millions Invested but Dreams Unfulfilled
Rihanna invested about 34.8 million dollars in Fenty through her company Denim UK Holdings, while LVMH contributed the same amount. Her 49.99 percent ownership showed how deeply committed she was to the project. By 2021 both sides agreed to close the brand. In a joint statement they confirmed their decision to focus on other successful parts of the Fenty ecosystem such as Fenty Beauty, Fenty Skin, and Savage x Fenty. High production costs also contributed to the downfall. Jackets were priced near one thousand dollars and dresses cost around eight hundred ten, which discouraged many fans who loved Rihanna’s affordable beauty and lingerie lines.
A Vision That Still Inspires
Even though the label failed, Fenty remains one of Rihanna’s most daring creative ventures. In 2019 she described her vision by saying that women are the forces of the earth, multifaceted and strong yet sensitive, and that Fenty was created to reflect all these qualities. The project may have ended, but its message of empowerment and self-expression continues to inspire women across the world.
