New Details Emerge About Rihanna’s Luxury House With LVMH, Dubbed Project Loud France

PARIS — Last month January 2019, DM Fashion Book exclusively reported that LVMH Moët Hennessy Louis Vuitton SE, better known as LVMH and Rihanna have been in secret talks to launch a luxury house under her name, according to multiple sources (see it here). That would make it the first fashion brand industry titan Bernard Arnault has launched from scratch since Christian Lacroix in 1987.

Today, February 27, 2019, new details emerged. Here’s what we know so far:

What will the line include?

The business is said to span men’s and women’s ready-to-wear, leather goods, accessories and childrenswear. Perhaps more surprisingly are reports that the label will also launch tech products, office supplies, home decor and garden ware. Some say Rihanna debuted one of the pieces from her first collection in January, wearing a pair of oversized sunglasses which bore the Fenty brand name across her temples.

Is there a name yet?

Business of Fashion reports that the launch has been called Project Loud France, a reference to Rihanna’s long-awaited and much anticipated fifth studio album, Loud. However, this is by no means the finalised name – a lot of projects operate under different monikers before one is finally decided.

When will it launch?

A launch date has not been revealed, although the project is said to be further along than initially thought. According to French filings from December 2018, Rihanna has poured €29,988,000 (about £25.8m) worth of in-kind contributions to the venture, while LVMH has injected €30 million in cash – which would make the conglomerate the majority owner.

Who’s involved?

LVMH has already handpicked a clutch of employees from within, including some from Louis Vuitton and Celine, to work on the project in tandem with Rihanna and some of her key associates, sources said.

How successful is it likely to be?

Rihanna has had proven success with her Fenty Beauty beauty brand and also with her lingerie line, Savage x Fenty, both of which have been praised for their inclusivity and diversity. “LVMH certainly knows what they’re doing,” luxury analyst Mario Ortelli told the Business of Fashion. “They have one of the best platforms in the world in terms of design, marketing, distribution, supply chain. That’s why they’ll make the bet. But whether it succeeds will depend on execution.”

Photos Credit: Rihanna’s Instagram

Source: Business of Fashion