Skip to content
Business

Rihanna’s Fenty Flop Is a Lesson for Gucci Too

The pandemic has pushed affluent customers toward familiar brands and away from the latest in fashion.

Shine bright.

Shine bright.

Photographer: MARTIN BUREAU/AFP

In the end, Rihanna’s 91 million Instagram followers were no match for Louis Vuitton’s 167 years of history.

Launched with a flourish less than two years ago, the partnership between singer Robyn Rihanna Fenty and LVMH Moet Hennessy Louis Vuitton SE was poised to shake up the fashion industry. Its promise was to put a celebrity influencer, rather than a designer, at the heart of its offering and appeal directly to social media savvy buyers. But last week the pop star and the world’s biggest luxury group said they were putting the clothing venture on hold.