After only 2 years of cooperation, LVMH Group and Rihanna have come to the decisive stop of Fenty brand business.

According to WWD, Fenty stopped posting the brand&#39;s posts and images on Instagram account since January 1, the last collection sale on Fenty.com took place in November as well.

LVMH also confirmed in a statement sent to media channels and fashion magazines, &quot;Rihanna and LVMH have jointly decided to stop Fenty - the European-based brand.&quot; At the same time, the website Fenty.com - e-commerce and distribution website Fenty will also disappear in the next few days.

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The strange thing is that before that, Fenty, which had called in shareholders to invest, including L Catterton, LVMH and the singer did not hide his ambition to develop the lines of cosmetics, skin care and underwear. is Fenty&#39;s bestseller. For example, market sources estimate Fenty Skin has reached $ 30 million in sales in less than 4 months on the electronics store. The brand launched at Sephora locations in January, and it&#39;s also available at Harvey Nichols and Boots in the UK.

LVMH has hinted that things are not going well in Fenty when the company announced its third quarter in October last year, Chief Financial Officer Jean-Jacques Guiony shared the win: &quot;Doing business in Fenty is not easy , LVMH had to start everything with the brand from scratch, different from Dior or other brands. We obviously have a lot of help from Rihanna, we have success, but also many ineffective activities. . &quot;

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Rihanna&#39;s close relationship with LVMH can be mentioned back in 2015, when Rihanna attended shows for Dior (Arnault and LVMH&#39;s most valuable fashion asset at the time). She also appeared in &quot;Secret Garden IV&quot; - Steven Klein campaign and short film shot inside Versailles, to promote the classic Esprit Dior collection. Fety&#39;s business cessation still leaves open many cooperation between famous female singer and LVMH in the coming time.

LVMH and Rihanna closed the Fenty brand after 2 years of operation

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