What You Need To Know About Rihanna’s Upcoming Luxury Line
History, my beloved Rihanna stans, is about to be made. It was in January that the details of a collaboration between the singer/entrepreneur and LVMH first emerged, and now, new information about the line has been revealed by French accounting firm Ledouble.
Here’s what we know:
The line will be called Project Loud France—Would it have been a little more fun to have “Fenty” in the name? Yes, absolutely. But we’ll trust in our lord and savior.
The label is named after Rihanna’s fifth album Loud—Released in 2010, the record featured hits including “What’s My Name?” (still the best summer rooftop song), “S&M,” and “Only Girl (In the World)” from it.
It’s the first time LVMH has launched a brand from inception since Christian Lacroix in 1987—Leave it to Rihanna!
BoF reported that Project Loud France will have “products across a range of categories from menswear, womenswear, childrenswear, footwear, eyewear, leather goods, sportswear, ‘goods linked to lifestyle’”—Truly a lifestyle brand!
And gardening products? Somewhat unexpected was the mention of the label including gardening products, office supplies, and home decor. Fenty x Your Garden = The Hottest New Collab!
Rihanna may have worn one of the first items in January—When she was spotted wearing an oversized pair of sunglasses with the Fenty brand name across the side, some speculated that was the debut piece from the collection.
Who’s working on it?—WWD reported in January that people from Louis Vuitton and Celine were joining the Project Loud team.
There’s no launch date just yet—There hasn’t been a launch date announced, but according to the accounting firm’s reports, Rihanna has invested €29,988,000 while LVMH has contributed €30 million.
And finally, will it be a massive success? It all depends on how it’s marketed. Luxury analyst Mario Ortelli told BoF, “LVMH certainly knows what they’re doing. They have one of the best platforms in the world in terms of design, marketing, distribution, supply chain. That’s why they’ll make the bet. But whether it succeeds will depend on execution.”