About two years ago, Rihanna debuted with her clothing brand, Fenty, part of LVMH - LVMH Moët Hennessy Louis Vuitton, commonly known as LVMH, a French multinational corporation and luxury goods conglomerate based in Paris, France. But Rihanna and LVMH look set to end Fenty.

According to Women's Wear Daily (WWD), Fenty's downfall came as a result of the pandemic and the challenges of keeping a brand at bay, a luxury brand produced in Paris and Italy.

Travel bans kept Rihanna in the US and gave preference to Fenty Beauty and Fenty Skin, companies based in Los Asngeles. WWD reports that LVMH will focus on strengthening Rihanna's other ventures. The Fenty site is expected to be no longer active next week.

Business of Fashion says another challenge Fenty faced was securing loyal customers. The luxury line, which started with Rihanna's style, did not arouse the interest of regular buyers of Fenty Beauty makeup products, Fenty Skin skin care products and Savage X lingerie, which have multiple prices cheaper than dresses.