Rihanna is about to launch a new luxury brand in partnership with LVMH.
The rumours had been circulating for several months, but now an article appeared on Business of Fashion seems to confirm the hypothesis, adding also giving us the first details, starting with the name of the brand, that might be Project Loud Francehonourhonor of the fifth studio album of the singer, Loud. A document regarding the structure of the company in possession of the famous site reveals that the star would have paid 29 million euros in the enterprise, while the French multinational would have contributed 30 million euros, a figure that would make her the majority owner. Investments are as important as ambitious, it seems that the business could include menswear and womenswear ready-to-wear lines, leather goods, accessories and apparel for children, plus technology products, office supplies, furniture and garden items. Everyone wonders what will be the aesthetic vision of the new brand, tryinig to look for possible clues in old interviews of Riri as the one of 2010 during which she motivated the choice of 'loud' as a title for her album with these words:

I feel like it's a really fun and expressive album, and 'loud' was the perfect word to symbolize it - sometimes it's aggressive, but in a really fun way.

Someone has gone further and even speculated that a pair of maxi sunglasses worn by Riri in January is the first product of the new brand.

All the details on Rihanna's new luxury line In partnership with LVMH | Image 0

For the moment it is impossible to determine whether these speculations are true or not. Continuing to talk about style, an aid to predict it has been provided by WWD reporting that members of the staff of Louis Vuitton and Celine had already been hired to work with Rihanna and Jean-Baptiste Voisin, chief strategy officer of LVMH, also named the president of Project Loud. It has not yet been announced when the brand will make its debut, but it is not wrong to believe it will be a pivotal moment and a successful business. The luxury analyst Mario Ortelli is also convinced, as declared to BoF, that LVMH will be able to guarantee one of the best platforms in the world in terms of design, marketing, distribution, supply chain. If the European conglomerate makes available its know-how and its structures, Rihanna contributes to the fortune of the company with her King Midas touch because everything with her name turns into gold, into a success, mediatic and economic.

All the details on Rihanna's new luxury line In partnership with LVMH | Image 1
All the details on Rihanna's new luxury line In partnership with LVMH | Image 2
All the details on Rihanna's new luxury line In partnership with LVMH | Image 0
All the details on Rihanna's new luxury line In partnership with LVMH | Image 3

The world of music turns out to be almost too small to contain the overflowing personality of the star who, as a clever businesswoman, soon diversified her activities first creating the Fenty prêt-à-porter line together with PUMA, then branched out into the industry of underwear with Savage Fenty and in that of make-up with Fenty Beauty (with the partnership of Kendo, a sort of incubator for the production of products then marketed by the Sephora chain of perfumeries, always owned by LVMH). Her winning formula, sustained by popularity always at the top (67.9 million followers on Instagram) and the ability to connect with millennials and consumers of Gen Z, is simple: create versatile products and high level of inclusion. For example, her beauty line offers dozens of nuances of foundation to meet the different skin tones as well as the underwear line is made in a large number of sizes, suitable for all body types. The results are amazing. Not just queues outside her shops to buy her products, then sold out in no time. We are talking about 500 million euros generated by Fenty Beauty in 2018 alone. Rihanna is one of the few stars who has managed to achieve significant milestones and credibility out of her original environment, a success that perhaps only Kanye West with Yeezy and the Olsen twins with The Row have managed to match up until now.
We are sure that even her adventure in the luxury world will be a success.