Global entertainment and business circles were rocked recently when pop icon Rihanna reportedly suffered a loss of approximately US $36 million after her highend fashion venture with luxury group LVMH (owner of Louis Vuitton) failed to take off. According to filings from her UK-based company, Denim UK Holdings, the project never achieved the commercial traction expected.
Rihanna: Fenty meets LVMH
In 2019 Rihanna unveiled the fashion arm of her brand, Fenty, in collaboration with LVMH. The initiative marked a milestone Rihanna became the first Black woman to launch a luxury ready-to-wear label under the LVMH umbrella.
According to Gistlover The Frenchr egistered business, operating under the trade name Project Loud France, drew its name from her 2010 album Loud.
Financial statements show that Rihanna invested around €29.98 million (roughly US$34.8 million) via Denim UK Holdings, while LVMH reportedly matched with a similar amount.
Rihanna: Price point and market mismatch
Despite the star power behind the brand, Fenty’s pricing strategy raised eyebrows. Items such as a padded denim jacket priced near US$1,000 or a corseted shirtdress at about US$810 were cited as potential barriers to wider consumer uptake.
Another major headwind was the onset of the COVID-19 pandemic. Travel restrictions and disrupted supply chains hindered production, design oversight and timely launches. Rihanna was reportedly unable to visit the Paris atelier or Italian manufacturing factories to steer the direction of the line.
READ ALSO:Top 10 Richest Countries in the World 2025
Rihanna: Impact of the pandemic
By 2021, both Rihanna and LVMH jointly decided to shutter the fashion line and instead redirect efforts into the broader Fenty ecosystem focusing on her successful beauty, skincare and lingerie brands. A joint statement read:
“LVMH and Rihanna reaffirm their ambition to concentrate on the growth and long term development of the Fenty ecosystem, focusing on cosmetics, skincare and lingerie.”
Despite Rihanna loss, empire remains strong
While the US$36 million setback is significant, industry observers note that Rihanna’s business empire remains robust. The Fenty Beauty cosmetics line and her lingerie brand, Savage X Fenty, continue to perform well.
