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Project Loud France: Rihanna's new fashion label gets a name – and funding

By Lauren Cochrane

The singer’s upcoming brand, created with French conglomerate LVMH, is named after her album, Loud, and will receive €60m in investment

In January, it was announced that Rihanna would become the first black female designer to have a label as part of the LVMH conglomerate. This week, it was revealed that the project has a name and multi-million euro funding.

The title of the venture is Project Loud France – named in honour of the singer’s fifth album, Loud – and it has around €60m (£50m) worth of investment split between Rihanna and the conglomerate, which also owns Louis Vuitton, Celine and Christian Dior. Rihanna will be a 49.99% shareholder.

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Via:: https://www.theguardian.com/fashion/2019/feb/26/project-loud-france-rihanna-new-fashion-label-name-and-funding