The secret is out. 

It was announced in January that Rihanna would become the first black female designer to have a label as part of the LVMH conglomerate.

The new label will be the first new fashion house of the group – which owns Christian Dior, Louis Vuitton and Givenchy – since Christian Lacroix launched in 1987.

Just this week, it was revealed that the project will be named after her album Loud and will receive €60 million in funding. 

Rihanna – whose real name is Robyn Fenty – has already developed a relationship with LVMH, following a capsule collection of sunglasses for Dior in 2015. She also collaborated with Puma in 2016, generating $1bn in sales for the sportswear brand.

According to the Business of Fashion, the title of the venture is Project Loud France – named in honour of the singer’s fifth album. Rihanna will be a 49.99% shareholder.

The singer's ability to flog her wares to millennial consumers has been evidenced by her Fenty Beauty line which pioneered diversity by having first 40 and then 50 shades of foundation to cater to different skin tones. 

The products had consumers queuing outside stores to buy products and reportedly generated $100m (£75m) in the first 40 days post-launch. 

Savage x Fenty, her lingerie line launched in May 2018, has also been well received, with queues outside stores for products.

The New York fashion week show in September was praised for diverse, body-positive casting and held up as an example of what a modern lingerie line looks like – compared to Victoria’s Secret.

A fashion-forward musical vixen with an entrepreneurial flair to boot? A recipe for success if we've ever heard one. Bring on Project Loud France – we can't wait to see it. 

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