Another Fayed shuts up shop: Jasmine calls time on her fashion label

The eldest daughter of Mohamed Fayed is closing her fashion label - less than a month after her father sold Harrods.

Jasmine Fayed, 29, is shutting Jasmine di Milo to "pursue other challenges" outside the fashion industry.

Fans of her designs include singer Rihanna, who wore a £6,885 Jasmine di Milo sequin jumpsuit last year, model Daisy Lowe, and actresses Sienna Miller and Gwyneth Paltrow.

The label has its own boutique in Harrods and was also sold at Liberty and in more than 33 countries. Orders for her autumn/winter collection, unveiled at Paris Fashion Week in March, will be met, however.

The closure comes despite Miss Fayed starting to win over an initially hostile fashion press.

Critics had originally attributed her speedy success to "nepotism", with one saying her first Paris Fashion Week show in 2006 — held at the Fayed-owned Ritz — was "proof that daddy's money really can't buy you style. But it can buy you a fashion show in Paris".

Although she won a place at Central St Martins and the London College of Fashion, she decided against completing her degree, choosing instead to do a one-year apprenticeship in the Harrods sewing workroom.

She launched Jasmine di Milo with a capsule collection sold only in Harrods.

During the time it has been trading, the brand has racked up total losses of £8.9 million, but was kept going through the backing of parent company Gemini Holdings and Mohamed Fayed.

According to the most recent accounts filed for Jasmine di Milo, it made a loss of £1.95 million in the year to the end of January 2009, on the back of sales of £3.5 million.

A statement from the company said: "Jasmine has decided to move away from the fashion business to pursue other challenges. After 10 years of bringing into being a style of clothes which exactly met her original aim, the Jasmine di Milo adventure will come to an end.

"We would like to thank everyone who was a part of this journey and our customers, suppliers and press for their continued support over the years. The company will honour all its contractual commitments in full, including the delivery of the AW10 collection."

Her 77-year-old father, who is also chairman of Fulham football club, sold Harrods to the Qatari royal family for £1.5 billion last month. He said it would enable him to spend more time with Jasmine, her three siblings and his grandchildren.