Designer Fashion News: Why Fenty Fashion Was Short-Lived?
Designer fashion is indeed a luxurious hobby – not everyone can afford a luxury denim jacket that costs just under £1,000. Same goes for a pair of ribbon rope sandals that cost approximately the same. Rihanna’s Fenty fashion maintained its prices to be designer fashion status worthy, but this is precisely where it went wrong.
When it comes to established fashion houses, people don’t mind parting with big sums of money – and they are the key audience of the said fashion houses. When it comes to celebrity fashion ranges, however, they as a rule target younger audience, often with less disposable income.
LVMH has invested in Rihanna’s line because her lingerie and beauty brands were commercially successful – however Fenty did not live up to the expectations. Designer fashion usually holds an appeal in its originality and authenticity, something that celebrity fashion ranges often lack. To put it simply – singers are not designers. This means that it’s rather difficult to urge high-end fashion lovers to buy expensive celebrity brands for, at the end of the day, they lack the key selling point of fashion houses collections.
The collaboration of LVMH and Fenty lasted two years and with no new collections in sight has eventually called it quits. The decline in overall designer fashion market sales that happened due to the pandemic has not helped the lack of success that was there at the first place. Quite few things went wrong when looking at Fenty, even without coronavirus. First of all, building a designer fashion brand around a celebrity takes more than a credible star and a big budget – it takes time, patience and determination. If we take Victoria Beckham’s label as an example, it too 10 years for it to set off. The biggest downfall of Fenty was lack of a strong creative leader – a bonafide fashion label can’t launch as a strong luxury brand when the creative director already has multiple businesses and contracts. In other words, the £1,000 luxury denim jacket might be great but having a celebrity’s name attached to it alone won’t make it desirable for luxury buyers.
According to New Year Times, “It is a reminder that just because someone has an enormous cultural following and no-holds-barred taste, it does not mean they will make great, original clothes.”
The pandemic of 2020 hit many designer fashion labels, including many of those that work with LVMH. The company has confirmed that the global lockdown and store closures made their sales fall by one- third comparing to 2019, and taking a celebrity brand on board was really not a good decision. Not to mention, Fenty to this day lacks clear direction – no one can’t tell what it stands for, its design features or even which product categories it covers.
2020 was a difficult year for designer fashion brands. However, some see it as an opportunity to weed out less substantial brands out – Fenty is one of them.
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