According to new financial filings from her British company, Denim UK Holdings, the singer’s venture suffered significant losses before it officially shut down in 2021.
Launched in 2019, Fenty marked a groundbreaking moment for the fashion industry — making Rihanna, now 37, the first Black woman to lead a brand under LVMH’s portfolio. However, the label’s operations were heavily impacted by the COVID-19 pandemic, with global travel restrictions hindering production oversight in Paris and Italy.
Filings reveal that Rihanna invested €29.9 million (approximately $34.8 million) through Denim UK Holdings, while LVMH matched her contribution in a joint funding arrangement. The Paris-based company operated under the name Project Loud France, referencing her fifth studio album, Loud.
Despite the star power behind it, Fenty struggled to connect with consumers. The brand’s pricing — including a padded denim jacket costing nearly $1,000 and an $810 corseted shirtdress — was viewed as too steep, especially when compared to Rihanna’s more affordable and successful ventures, Fenty Beauty and Savage X Fenty.
In February 2021, both Rihanna and LVMH announced the decision to discontinue the fashion house, stating that they would refocus on expanding the Fenty ecosystem through its thriving beauty, skincare, and lingerie divisions.
“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,” the companies said in a joint statement at the time.
While the shutdown marked a rare setback in Rihanna’s otherwise stellar business empire, analysts note that her broader Fenty portfolio continues to flourish, with Fenty Beauty remaining one of the world’s most profitable celebrity-led brands.