The French giant LVMH announces the closure in Europe of the Fenty brand, launched less than two years ago by Rihanna. The label was no longer active on social media as early as January 1st and the latest collection presented on its website dates back to last November. Fenty should have attracted younger consumers, linked to social networks and digital communication, a sphere in which the pop star excels but the commercial take-off has never happened, not even online.