Fenty will be taking a backseat to Fenty X Savage

The pop artist turned fashion mogul Rihanna announced her upcoming ventures that will focus more on expanding Savage X Fenty and spending less time on the recently developed Fenty brand. Rihanna launched the high-end Fenty collection in collaboration with LVMH in 2019 but both parties mutually agree they will be putting the ready-to-wear (RTW) venture on hold for now.

Rihanna and LMVH made an agreement to pause RTW activity, based in Europe, pending better conditions according to a statement from LVMH. Fenty was the first brand launched by LVMH since Christian Lacroix in 1987 and the only LVMH property led by a Black woman.

Despite having a successful launch with many celebrity admirers as well as pop-up events at Bergdorf Goodman and Selfridges, sales were less than successful for LVMH. It’s unclear when the project will resurface but a hiatus is never a good sign in the fashion industry that is seen as a gentle way of indicating the business is shutting down for good.

Despite the uncertain future of the Fenty brand, LVMH will still be business partners with Rihanna with the Fenty X Savage brand. Savage X Fenty will be receiving an investment of $115 million from L Catterton, a firm co-founded by LVMH and the chief executive Bernard Arnault’s Groupe Arnault.

A press release discloses this investment will help support the existing business along with helping to plan for retail expansion. The Savage X Fenty business has thrived through the wear for home (WFH) movement with more people wearing more casual clothes while working from home-buying more loungewear and matching intimates.

Lingerie has proven to a strong retail category despite certain retail businesses seeing a loss in sales during the COVID-19 pandemic. Retail loungewear and businesses also provide a unique niche product that everyone needs and wears frequently compared to other brands.

Savage X Fenty also offers a versatile all gender and sizes inclusive collection that makes them unique compared to big competitors. LVMH also owns Fenty Skin and Fenty Beauty that is operated by Rihanna.