In a rare financial setback for pop superstar Rihanna, the 37-year-old singer has reportedly lost approximately $36 million following the collapse of her luxury fashion venture with LVMH, the world’s leading luxury goods conglomerate. The high-end clothing label, named Fenty, was launched in 2019 under the trade name Project Loud France, a nod to Rihanna’s fifth studio album, Loud. Despite high expectations and significant investment, the venture was wound down in 2021, with the fallout now revealing substantial financial losses for the singer.
The Fenty fashion line was a bold move for Rihanna, marking her as the first Black woman to create an original brand with LVMH, a conglomerate that owns iconic labels such as Louis Vuitton, Dior, and Givenchy. The partnership saw Rihanna invest €29,988,000 (approximately $32 million at the time) alongside LVMH’s contribution of roughly €30 million. The venture was headquartered in Paris and aimed to position Fenty as a trailblazing luxury brand, distinct from Rihanna’s other successful ventures in cosmetics (Fenty Beauty) and lingerie (Savage X Fenty). However, according to recent reports from Mail Online and The Daily Mail, the British-registered arm of the business, Denim UK Holdings, through which Rihanna invested, has confirmed the staggering $36 million loss.
The collapse of Fenty’s fashion arm has been attributed to a combination of factors, with the COVID-19 pandemic playing a significant role. Travel restrictions during the pandemic severely limited Rihanna’s ability to oversee operations hands-on. As a designer known for her meticulous involvement in her projects, Rihanna was unable to visit the Paris atelier or collaborate directly with the Italian fashion houses responsible for producing the brand’s collections. This lack of direct oversight, coupled with broader market challenges, contributed to the venture’s failure to gain traction.
When Fenty launched, it garnered significant attention—not only for its bold designs but also for its premium pricing. The brand positioned itself at the ultra-luxury end of the market, with items like a padded denim jacket retailing for nearly $1,000 and a corseted shirtdress priced at around $810. This pricing strategy set Fenty apart from Rihanna’s other ventures, such as Fenty Beauty, which offers accessible luxury in cosmetics, and Savage X Fenty, known for its inclusive and relatively affordable lingerie. Critics and consumers alike noted that Fenty’s high price points may have alienated potential customers, particularly during a global economic downturn triggered by the pandemic.
In 2021, Rihanna and LVMH jointly announced the decision to wind down the Fenty fashion line, citing a strategic shift in focus toward Rihanna’s more successful ventures in cosmetics, skincare, and lingerie. A statement released at the time read, “LVMH and Rihanna reaffirm their ambition to concentrate on the growth and the long-term development of the Fenty ecosystem, focusing on cosmetics, skincare, and lingerie.” The closure was framed as a mutual decision to prioritize areas of the Fenty brand that had already proven successful and sustainable.
The financial loss, detailed in accounts uncovered by The Daily Mail, marks a rare misstep in Rihanna’s otherwise stellar business career. With a career spanning over two decades, the Barbadian singer, born Robyn Rihanna Fenty, has built an empire that extends far beyond her music. Her estimated net worth, as of 2025, is at least $1 billion, largely driven by the success of Fenty Beauty and Savage X Fenty. Fenty Beauty, launched in 2017, revolutionized the cosmetics industry with its inclusive range of products, particularly its foundation shades catering to a diverse array of skin tones. The brand reportedly generates hundreds of millions in revenue annually and has solidified Rihanna’s status as a beauty mogul. Similarly, Savage X Fenty has gained acclaim for its size-inclusive lingerie and loungewear, with its innovative marketing and annual fashion shows further boosting its popularity.
Despite the financial hit from the Fenty fashion venture, Rihanna’s broader business portfolio remains robust. Her music career, while less active in recent years, continues to contribute to her wealth through royalties and streaming revenue. Albums like Anti (2016) and hits such as “Umbrella,” “Diamonds,” and “Work” have cemented her as one of the best-selling artists of all time, with over 250 million records sold worldwide. Beyond music, Rihanna has also ventured into acting, philanthropy, and entrepreneurship, further diversifying her income streams.
The failure of Fenty’s luxury fashion line underscores the challenges of breaking into the ultra-competitive high-end fashion market, even for a global superstar like Rihanna. The luxury sector demands not only creative vision but also precise execution, consistent brand identity, and market adaptability—factors that were disrupted by the unprecedented challenges of the pandemic. While Rihanna’s hands-on approach and bold aesthetic vision were initially seen as strengths, the inability to maintain close collaboration with her team in Europe likely hindered the brand’s ability to establish a foothold.
Industry analysts have noted that Rihanna’s pivot away from fashion and back toward cosmetics and lingerie was a pragmatic move. Fenty Beauty, for instance, has continued to expand its product offerings, including skincare lines, while Savage X Fenty has grown its market share through partnerships and innovative retail strategies. These ventures have proven more resilient to market fluctuations and align more closely with Rihanna’s brand identity as an inclusive, accessible, and culturally relevant figure.
The $36 million loss, while significant, is unlikely to derail Rihanna’s financial success or her influence in the business world. Her ability to rebound from setbacks is well-documented, from her early days navigating the music industry to her transformation into a global entrepreneur. The closure of Fenty’s fashion arm serves as a reminder of the risks inherent in high-stakes ventures, particularly in the volatile world of luxury fashion. However, it also highlights Rihanna’s willingness to take bold risks, a trait that has defined her career and contributed to her billion-dollar empire.
As Rihanna moves forward, her focus on cosmetics, lingerie, and potential new music releases will likely continue to drive her brand’s growth. Fans and industry observers are also eagerly awaiting her long-promised ninth studio album, which could further bolster her cultural and financial dominance. For now, the Fenty fashion experiment remains a rare blemish on an otherwise remarkable career, with Rihanna’s resilience and business acumen ensuring that her legacy as a multifaceted mogul remains intact.
In the broader context of celebrity-led fashion ventures, Rihanna’s experience with Fenty underscores the complexities of translating star power into lasting success in the luxury market. While some celebrities, like Victoria Beckham, have successfully transitioned into fashion, others face challenges in aligning their vision with market demands. For Rihanna, the Fenty fashion line may not have achieved the desired impact, but her contributions to inclusivity and innovation in beauty and lingerie continue to set industry standards.
The financial details of the loss, as reported by The Daily Mail, were drawn from the accounts of Denim UK Holdings, a lesser-known entity through which Rihanna channeled her investment. The closure of Project Loud France, the official title of the fashion house, marked the end of a brief but ambitious chapter in Rihanna’s entrepreneurial journey. As she continues to build her empire, the lessons learned from this venture will likely inform her future endeavors, ensuring that her next moves are as calculated as they are creative.
