Fashion sites are buzzing: is Project Loud the LVMH & Rihanna collaboration we’ve been waiting for?
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Fashion sites are buzzing: is Project Loud the LVMH & Rihanna collaboration we’ve been waiting for?

Musical superstar and fashion icon Rihanna’s in bed with the world’s largest luxury company, LVMH. That’s old news and we covered it some weeks ago, noting that it was the first time LVMH would have a black female designer on its roster. However, over the last few days, new reports have emerged that suggest Rihanna might be more than “just” a random designer – she might be heading up her own fashion house, the appropriately named “Project Loud”.

LVMH’s share price has appreciated by 17% so far this year

19 02 GraphFashion

Source: Yahoo Finance

A number of online news sources such as WWD and Fashion Network have reported that LVMH has “quietly” created an “under the radar” company called Project Loud. Originally registered as a shell company in 2017, LVMH injected it with 60 million euros in December 2018. That suggests big things are about to occur. LVMH is refusing to comment on the matter, and so is Rihanna.

But can it be true that a singer is about to become a major player at LVMH? There has always been a close connection between the worlds of music and fashion, and it has strengthened in the Instagram age. Of all the musicians, however, that can turn their hand to the design game, few have proved as successful as Rihanna. A former creative director at Puma when it still belonged to Kering, and the brains behind LVMH’s runaway success Fenty (which, in fact, is Rihanna’s last name), she knows the business inside out.

As Vanessa Friedman noted in a January feature titled “Is Rihanna the Coco Chanel of the 21st century?”, the singer could be a goldmine for LVMH: “Robyn Rihanna Fenty, one of the defining musical artists of the millennium and a multi-hyphenate talent, has no formal fashion training. What she does have is a clear vision for her own image, 14 No. 1 singles on the Billboard 100 chart and more than 50 Top 40 hits, 67 million Instagram followers, and an ability to disrupt the status quo. The combination of Fenty and LVMH will be the clearest expression yet of how celebrity, social media and influencers have redefined the power balance between culture and consumption, changing the way brands of all kinds relate to their audience.”


Dominion holds LVMH in its Global Trends Luxury Fund.

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