Fenty (fashion house) explained

Fenty Maison
Image Alt:	The logo of Fenty, which is shown with a blue background.
Type:	Consumer goods
Industry:	Fashion
Founder:	Robyn Rihanna Fenty
Defunct:	2021
Hq Location:	24 rue Jean Goujon
Hq Location City:	Paris
Hq Location Country:	France
Products:	Apparel
Owner:	Robyn Rihanna Fenty LVMH
Parent:	LVMH

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]

Notes and References

1. Web site: 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. News: Robinson . Roxanne . Why Rihanna's Fenty Clothing Line Has Been Put To An End . 22 November 2021 . Forbes . February 11, 2021 . en.
4. Web site: Rihanna's Fenty post. https://ghostarchive.org/iarchive/s/instagram/BxSJSeEBOwn . 24 December 2021 . registration. Instagram.
5. News: Rihanna makes history with new fashion label Fenty. BBC News. 10 May 2019.
6. Web site: Rihanna teams up with LVMH to launch luxury fashion brand. SABC News. 10 May 2019.
7. News: Rihanna Opens Up About Her New Clothing Line, the Future of Fashion and Her Next Album. New York Times. 20 May 2019. Harris. Jeremy O..
8. Web site: Rihanna Fenty Fashion Brand LVMH - Rihanna First Fenty Collection. Harpers Bazaar. 11 June 2019.
9. Web site: Maisons LVMH - High-end ready-to-wear, fine products. LVMH.
10. Web site: 2021-08-13 . Everything We Know About Rihanna's New Fenty Perfume . 2022-08-18 . sqandal.com . en.
11. Web site: Rihanna Unveils Her Groundbreaking Fenty Collection In Paris. Vogue. 23 May 2019.
12. Web site: FENTY to debut online on May 29th and in a pop-up store in Paris on May 24th. LVMH.
13. Web site: A Fenty Pop-Up Store Is Coming to New York. Fisher. Lauren Alexis. 11 June 2019. Harper's BAZAAR. en-US. 13 March 2020.
14. Web site: Socha. Miles. 10 February 2021. Rihanna and LVMH: Now a Savage Focus. 11 February 2021. WWD. en-US.