Project Loud with LVMH and Rihanna
A 60M€ project investment from LVMH
We say it loud!
A fashion brand with superstar Rihanna. Codename : Project Loud. This could have sounded like a movie name. It’s a real project , in fact.
LVMH continues its development in all directions. After its recent spectacular offensive in luxury hotels, the world’s number one luxury is preparing to launch a fashion brand with singer and actress Rihanna, according to Women’s Wear Daily (WWD), a rare initiative of the French group to create at all at all a new claw.
The owner of the prestigious Louis Vuitton houses, Christian Dior or Givenchy declined to comment on this information from the American magazine. LVMH already has a partnership with the star in cosmetics. Fenty Beauty was created with Rihanna via Kendo, the brand’s “brand incubator”, and has grown rapidly since its launch in September 2017.
Last April, Bernard Arnault’s company estimated that Fenty’s sales would reach 500 million euros. of dollars in 2018.
The new collaboration with the singer will be a brand that will include ready-to-wear, leather goods and accessories, according to WWD, which quotes sources familiar with the project.
The magazine adds that a collection could be created this year, but the calendar is uncertain. LVMH has more often opted for acquisitions in order to expand its offer.
At the end of last year, he spent $ 3.2 billion to acquire luxury hotel Belmond, including owner of Cipriani in Venice. The WWD information has not been verified by Reuters, which does not guarantee its accuracy.
Project Loud’s head office : seems to be located at 24 rue Jean-Goujon, in the chic 8th arrondissement of Paris.
LVMH Fashion Group, which controls nine fashion houses including Givenchy, Fendi, Kenzo, Loro Piana and Pucci, is also home to this address. It should be noted that the president of Project Loud is a senior executive of LVMH – Jean-Baptiste Voisin.
A graduate of the École Polytechnique, he has been LVMH’s strategy director since 2006. In 2012, he was named to the executive committee of the luxury giant, which also includes, among its biggest brands, Christian Dior, Louis Vuitton, Dom Pérignon and Hennessy.
This partnership starts just in time with Rihanna’s 5th studio album which is entitled Loud. We are definitely looking forward to this epic Rihanna x LMVH partnership!