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Agenda-setting intelligence, analysis and advice for the global fashion community.

LVMH and Rihanna’s Fenty Fashion: What Went Wrong?

LVMH has struggled to build fashion brands from scratch before. Its latest attempt was complicated by high prices that weren’t a good match for Rihanna’s broad fan base.
Rihanna at the launch of FENTY at Bergdorf Goodman in New York City in February 2020. Getty Images.
Rihanna at the launch of Fenty at Bergdorf Goodman in New York City in February 2020. Getty Images. (Dimitrios Kambouris)

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