The label is called Project Loud France, named after the singer’s fifth studio album Loud. Rihanna (through her company Denim UK Holdings) owns 49.99 percent of Project Loud France, with LVMH as the majority shareholder. Jean-Baptiste Voisin, LVMH’s chief strategy officer, is listed as president. The company product categories include everything from clothing and accessories for men and women to “lifestyle” products.
LVMH is the luxury conglomerate which houses brands such as Louis Vuitton, Marc Jacobs, TAG Heuer, Bulgari and Givenchy among others. It should also be noted that LVMH hasn’t launched a new brand since Christian Lacroix in 1987.
Rihanna is the first black woman to own her own luxury label under the iconic luxury house.
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