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Rihanna’s LVMH-backed luxury line has reportedly received a name and funding


Kevin Mazur/Getty Images for Fenty BeautyNew details have emerged regarding Rihanna‘s rumored partnership with LVMH, Business of Fashion has learned. 

As previously reported, word of the alleged collaboration started to circulate last month after sources revealed to Women’s Wear Daily that Rih was secretly negotiating to create a luxury line in partnership with the iconic fashion house.  The rumored line was said to include ready-to-wear clothing, accessories and leather goods. 

But now it seems the beauty mogul’s new venture has secured funding…and it even has a name.

According to BoF, the label is callled Project Loud France — a reference to Rih’s 2010 effort Loud — and has secured approximately $68 million in start-up capital. That amount will reportedly split almost equally between LVMH and Rihanna; the singer will be a 49.99 percent shareholder, via her Denim UK holdings company. 

According to documents obtained by BoF, Project Loud France is set to include menswear, womenswear, children’s apparel, footwear, eyewear, leather goods, and everything from office supplies to garden products. 

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