Rihanna’s Presence is Loud and Clear

Rihanna’s Presence is Loud and Clear

More details on Rihanna's collaboration with LVMH have been released following confirmation of the deal.

More details on Rihanna's collaboration with LVMH have been released following confirmation of the deal.

Text: Emma Li

Rihanna’s hefty resume as a music artist, actress, beauty and lingerie designer continues to expand as her plans to collaborate with the luxury conglomerate LVMH to start her own label Project Loud France was recently confirmed.

Named after the artist’s fifth album Loud, the brand won’t be the first time LVMH and Rihanna have collaborated together. It’s no news that Rihanna is already established in the beauty and lingerie industries. Before Savage x Fenty, the singer’s beauty line Fenty Beauty was launched in 2017 under LVMH’s beauty incubator Kendo. With the creation of Project Loud, Rihanna will be the first black female to have a brand under LVMH. To top if off, LVMH hasn’t launched a completely new brand ever since 1987.

Talent for the new house will be recruited from Celine and Louis Vuitton while VMH’s chief strategy officer Jean Baptiste Voisin will be the brand’s president.

Rumors of the collaboration deal first surfaced last month. Recently, the French accounting firm Ledouble confirmed that the project is indeed in motion. Rihanna invested nearly 30 million euros to the project, making her a nearly 50 percent shareholder in the project.

Project Loud France’s purpose is the “conception, fabrication, distribution, commerce, importation and exportation” of products for people of all ages, and includes footwear, sportswear, accessories, and lifestyle items. The brand’s diverse offerings will reflect the extensive range of the namesake album, which contains 11 tracks including hits “S&M” and “Only Girl (In the World)”.

Despite the public’s high anticipation for Project Loud, the official launch date has yet to be announced.

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