Rihanna Fashion label finally has a name

Can you guess?
By Helena Saadeh
February 28, 2019
LVMH’s collaboration with Rihanna is not recent. The news emerged in January this year has officially a new name, inspired by Rihanna’s fifth album « loud ». The collab is entitled : Project Loud France. Sources confirmed that the star spent €29,988,00 worth of in-kind contributions to the business project. The purpose of Project Loud France is the “conception, fabrication, distribution, commerce, importation and exportation” of products across a range of categories including menswear, womenswear, childrenswear, footwear, eyewear, leather goods, sportswear, “goods linked to lifestyle”, high-tech products, office supplies, home decor and garden products, the new reports find. Jean-Baptiste Voisin, LVMH’s chief strategy officer, takes the role of president at the new business. However, the breadth of the category selection does not throw up any concrete evidence as to what the product offering will look like, or, indeed, when it will come to light.