Photo Courtesy of Instagram/@BadGirlRiri
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It was reported last month that Rihanna would become the first black woman designer to have her own label under LVMH.
The title of the venture is Project Loud France is named after her fifth album, Loud and it has around $60 Million dollars worth of investment split between Rihanna and the conglomerate, which also owns Louis Vuitton, Celine and Christian Dior. Rihanna will be a 49.99% shareholder.
This is the first new brand the group has launched since Christian Lacroix in 1987. Rihanna has invested in $3 million dollars while LVMH have brought $30 Million. This suggests there are high hopes that a Rihanna fashion brand is a project worth investing in. It has also been reported that Project Loud France is registered at the same address as LVMH Fashion Group, which looks after brands including Celine, Givenchy and Marc Jacobs.
Rihanna’s ability to connect with millennials and Gen Z consumers has been tried and tested in both beauty and fashion. Her Fenty Beauty line which pioneered diversity by having first 40 and then 50 shades of foundation to cater to different skin tones – had consumers elated outside stores to buy products. The brand reportedly generated $100 million n the first 40 days after launch. It was first launched by Kendo, the LVMH initiative to develop beauty brands.
Rihanna is on pace to become a billionaire within the next decade. This is why her album is being delayed because she is in her BILLION DOLLAR BAG.
