Rihanna‘s ready-to-wear luxury fashion brand, Fenty, has officially been closed, following LVMH’s announcement. The label has until today been around for only two years.

Fenty was the first fashion house since Christian Lacroix in 1987, to have started from scratch under the LVMH name. The issues with appealing to Rihanna’s broad fan base included LVMH’s high pricing that the company is known for.

The luxury house and singer reportedly came to a mutual decision to end the brand, as confirmed in a released statement from LVMH, “Rihanna and LVMH have jointly made the decision to put on hold the RTW activity, based in Europe, pending better conditions.”

The Fenty Instagram has been inactive since January 1, 2021, and it is expected that its e-commerce site will go dark in the coming weeks. The focus will now shift towards Rihanna’s growing Fenty Beauty empire, as well as Fenty Skin and her highly successful Savage x Fenty lingerie line.

“LVMH and Rihanna reaffirm their ambition to concentrate on the growth and the long-term development of Fenty ecosystem focusing on cosmetics, skincare and lingerie,” LVMH recently said.