It seems like plans for Rihanna’s luxury fashion label under the LVMH umbrella might be further along than first thought.
According to papers obtained by The Business of Fashion, not only do we now know the name of the two holding companies being used to invest in RiRi’s potential luxury brand — Project Loud LLC and Project Loud France — but also that Rihanna has invested €29,988,000 (approximately $34 million) in the venture via Project Loud LLC, nearly matching the €30 million invested by LVMH via Project Loud France. Loud, of course, was Rihanna’s fifth studio album, released in 2010.
According to WWD, LVMH had already selected a number of employees from brands such as Celine and Louis Vuitton to work on Rihanna’s potential new fashion house, which would be the first the luxury group has built from scratch since launching Christian Lacroix in 1987.
A luxury brand would undoubtedly level-up Rihanna’s current hefty status in the industry. The star has already enjoyed immense success and hype with her Savage x Fenty lingerie line, collaborations with PUMA, and beauty collections.
No details of the label’s potential launch date or brand name have been revealed, with LVMH declining to comment. More details are expected to follow as news emerges.