When news broke that Rihanna was reportedly launching her own luxury fashion house alongside LVMH, we questioned whether the development was just too good to be true. However, as new findings supporting the venture emerge, it would seem it’s not.
While we’re yet to uncover just what Rihanna plans to offer us via the launch of a new label, given the success that both Fenty Beauty and Savage X Fenty have seen, we have no doubt she’ll once again fill another gap in the industry’s market.
Said to be coined Project Loud Fashion—supposedly a nod to her 2010 album, Loud—Business of Fashion is reporting that the label will see to the “conception, fabrication, distribution, commerce, importation and exportation” of products ranging from womenswear, menswear, childrenswear, footwear and eyewear, to leather goods, sportswear, “goods linked to lifestyle”, high-tech products, office supplies, home decor and garden products.
According to WWD, Rihanna has enlisted Jean-Baptiste Voisin, LVMH’s chief strategy officer, to assume the role of Project Loud Fashion’s president. In addition, LVMH has been said to have also already pulled multiple employees from Louis Vuitton and Celine that are now set to join the new label, with the address listed as 24-32 Rue Jean Goujon in Paris, the same address as the LVMH Fashion Group.
Via a series of financial findings acquired by French accounting firm Ledouble, Business of Fashion has confirmed that through her company Denim UK Holdings, Rihanna will be a 49.99 percent shareholder. As such, the multi-hyphenate has reportedly already invested over AU$47 million into her new label, while LVMH has contributed a little over that same figure.
As we await an official release date, further details regarding the venture and confirmation of the products Project Loud Fashion will offer, we’ve already begun picturing just what an armchair, iPhone case, and collection of office supplies designed by the singer will look like. Hint: we’re guessing quite unlike any other.
This article originally appeared on Vogue.com.au
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