Rihanna Officially Under LVMH Umbrella

Photo courtesy @badgalriri

It’s official: Rihanna’s launching a luxury fashion label under Louis Vuitton Moët Hennessy (LVMH), the same company that houses Louis Vuitton, Fendi, and Christian Dior. Rumors have been circulating since early this year, spurred by Rihanna’s trip out in Fenty branded sunglasses. (Read: Rihanna Reportedly Working With LVMH to Launch High-End Fashion Brand). And with this announcement come the beginning details for what’s in store.

As we reported, this will be the first brand the fashion LVMH has launched since Christian LaCroix in 1987. There seems to be a lot of momentum behind this project: Rihanna has funneled about 25.8 million euros, almost equal to the 30 million that LVMH has put in. This makes her nearly a  50% shareholder. This level of faith comes on the heels of Rihanna’s incredibly successful company Fenty Beauty, which was backed by Kendo, a beauty program under the LVMH umbrella.

What is the Company?

As of right now, the project rests under the moniker Project Loud France. This naming pays homage to Rihanna’s fifth album, Loud. A working title, the brand name may change multiple times before it becomes retail ready. LVMH’s chief strategy officer, Jean-Baptiste Voisin, was appointed president of Project Loud. Additionally, the project features staff from Louis Vuitton and Celine to work alongside Rihanna.

Photo courtesy @badgirlriri

What Will It Sell?

Fans of the music and beauty mogul clamored when Rihanna wore Fenty branded sunglasses at the beginning of the year. This sparked debate over just what a Rihanna fashion brand would entail. Turns out, a lot.

Rihanna wears Fenty sunglasses photo courtesy Getty Images/Robert Kamau

The brand plans to sell ready-to-wear for both men and women as well as leather goods, accessories (where we hope to see more sunglasses), and childrenswear. And that’s only in the realm of clothing. According to reports, the brand will also move into the world of tech and home, offering office supplies, gardenware, home decor, and technological products. Rihanna plans on styling every aspect of your life. LVMH is likely guessing that with her track record, success is in the bag (or sunglasses, RTW and more).

Release Date

The next big question is, of course, when can we expect Rihanna’s brand to launch. While French filings report both Rihanna and LVMH’s financial investment occurring back in December of 2018, no release date has been set. What we do know is that with one of world’s most successful fashion conglomerates teaming up with a popular pop-culture fashion visionary, people are looking forward to its drop.

Photo courtesy Getty Images

So, are you ready to purchase a piece by Ri Ri? And if so, what are you most excited about? Do you plan on shopping womenswear, or are you ready to bring Rihanna to your office space? Let us know in the comments!

Love PurseBop,


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