Project Loud France: What you need to know about Rihanna’s first luxe label

Rihanna has pretty much proven herself a great entrepreneur. Everything she touches seems to turn to gold. Her Fenty Beauty line, which is considered a pioneer in promoting diversity in the beauty industry, has become a phenomenal success. According to The Guardian, it generated $100m in the first 40 days after launch. Moreover, her Fenty fashionwith Puma saw a similar turnout. The first trainers she designed reportedly sold out in 35 minutes, and she was credited, in part, with the brand’s 92.2 percent profit increase in 2017. Her lingerie line Savage x Fenty has also been well received, especially for promoting body-positivity.

Of course it helps that she has 67.9 million followers on Instagram. A research done by The NPD Group concluded that Rihanna’s followers would be 3.7 times more likely to buy something seen on her account than that of other celebrities, making her the “most marketable celebrity.”

So it’s no surprise she’s been tapped with a new and exciting project. It’s still top secret, but this is what we know so far.

Just how big of a deal is it really?

In January, the deal between Rih and fashion conglomerate LVMH, which owns some of the world’s biggest labels such as Louis Vuitton, Celine and Christian Dior, was announced. This venture makes her the first black female designer to have aas part of LVMH. Rih’s first full-fledged luxury fashion brand is also the first new brand the group has launched since Christian Lacroix in 1987. It was revealed by The Business of Fashion that the project has multi-million euro funding, and Rihanna will be a 49.99% shareholder. 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. WWD further shared that staff from Louis Vuitton and Celine are working with Rihanna, and LVMH’s chief strategy officer Jean-Baptiste Voisin has been appointed as the label’s president.

The connection between this and her music?

It was revealed the label goes by the name Project Loud France, in honor of the singer’s fifth studio album, “Loud.” While Harper’s Bazaar stressed that “this is by no means the finalised name – a lot of projects operate under different monikers before one is finally decided,” it still offers us a clue to the venture.

Refinery29 notes for instance that when Loud was released , Riri was quoted in saying, “Loud is, the word, the name of the album definitely reflects the attitude of it, it’s really sassy and flirty and it grabs your attention and that’s why I enjoy it. It takes you through a really really interesting ride. So colorful the album.”

Can we expect this same energy from her luxe label?

What is Project Loud France exactly?

According to Vogue, it’s the “conception, fabrication, distribution, commerce, importation and exportation” of products across a wiiiide range of categories—reportedly, from women, men, and children’s wear, to footwear, leather goods, and eyewear (something she may or may not have already offered a sneak peek of), as well as “goods linked to lifestyle,” like tech products, and even office supplies, home decor, and garden products. So yeah, if the rumors are true, then you can soon weed out your lawn with as much swag as Rihanna, whatever that means.