Rihanna's Luxury Fashion Brand: Everything You Need To Know

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Rihanna is launching a luxury fashion brand with the investment of LVMH, the first time that the conglomerate has launched a brand from inception since Christian Lacroix in 1987. Here’s what we know so far…

What will the line include?

The business is said to span men’s and women’s ready-to-wear, leather goods, accessories and childrenswear. Perhaps more surprisingly are reports that the label will also launch tech products, office supplies, home decor and garden ware. Some say Rihanna debuted one of the pieces from her first collection in January, wearing a pair of oversized sunglasses which bore the Fenty brand name across her temples.

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Is there a name yet?

Business of Fashion reports that the launch has been called Project Loud France, a reference to Rihanna’s long-awaited and much anticipated fifth studio album, Loud. However, this is by no means the finalised name – a lot of projects operate under different monikers before one is finally decided.

When will it launch?

A launch date has not been revealed, although the project is said to be further along than initially thought. According to French filings from December 2018, Rihanna has poured €29,988,000 (about £25.8m) worth of in-kind contributions to the venture, while LVMH has injected €30 million in cash – which would make the conglomerate the majority owner.

Rihanna takes her bow at her Savage x Fenty lingerie line in September 2018
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Who’s involved?

In January, WWD reported that staff from Louis Vuitton and Celine had already been hired to work with Rihanna. LVMH’s chief strategy officer’s Jean-Baptiste Voisin has been appointed as Project Loud president.

How successful is it likely to be?

Rihanna has had proven success with her Fenty Beauty beauty brand and also with her lingerie line, Savage x Fenty, both of which have been praised for their inclusivity and diversity. “LVMH certainly knows what they’re doing,” luxury analyst Mario Ortelli told the Business of Fashion. “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.”