If you want to call Rihanna mainstream, you are welcome. If you want to think of Rihanna as the one woman who changed the meaning of mainstream from derogatory to revolutionary, you are welcome too. The Barbadian singer is soon to release a new line with giant LVMH, a step that means a lot in her career but mostly, changes to the rules of, well of everything.
Here’s what we know so far of Rihanna’s new venture Project Loud France.
She’s a trailblazer, and over 68 million followers on Instagram have jumped on that trail several times as Badgalriri broke the rules of beauty and fashion on several occasions. Her Fenty makeup line broke the rules as much as the internet when it was launched in 2017 by Kendo, the initiative by LVMH to develop young brands; with more than 50 shades of foundation she made of the word ‘inclusivity’ her unique selling point. In just over a month after launching, Fenty had already generated $100m.
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Before that she had stepped into the world of fashion with a streetwear line of clothes, Fenty x Puma. How did that go? Not only did she manage to sell out her first trainers in something like half an our, but she also managed to increase general profits for Puma itself (reportedly by 92%).
That’s far from it. The acclaimed singer and actress didn’t stop there as she managed to top herself with something that has been labelled as the fashion game changer of 2018. In September last year she closed NY fashion week with her first runway show of the newly launched lingerie collection Savage x Fenty; strutting to the motto of ‘All Women are Goddesses’, Rihanna’s models expressed – like has never been done – before the word inclusivity. Celebrating all types of bodies, races and women, Rihanna’s Savage x Fenty had buyers queuing for hours and was brought as an example of what modern lingerie should be looking like.
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What else could she possibly do? Well, back in January she was spotted wearing Fenty engraved shades, which had most fashionistas hooked up into the ideas she might have been about to release an accessory line of some sort.
But what’s coming is something much broader than an extension of the Rihanna’s empire, and we mean this word as she has not got any rivals at turning anything she touches into gold.
In January reports announced all the secret talks between Rihanna and LVMH, who owns 25 luxury houses of the likes of Fendi, Dior, Celine, Givenchy and Marc Jacobs. What we learnt from them is that for the first time LVMH, under CEO Bernard Arnault, decided to launch a new brand from scratch and that Rihanna would be breaking that ‘rule’ too.
In more recent reports it has been announced the brand will be taking the name Project Loud, but came as a shocker is its entity, vastity and range of different markets it can (and will) conquer.
Named after her fifth studio album Loud, the project’s purpose will be the
“conception, fabrication, distribution, commerce, importation and exportation of anything from menswear, womenswear, childrenswear, footwear, eyewear, leather goods, goods linked to lifestyle”, high-tech products, office supplies, home decor and garden products’’
According to a new report obtained from Business of Fashion it is also stated this new venture will receive funding for around $68 million and that Rihanna is a 49.99 percent shareholder.
If we just managed to talk about Rihanna extensively without a single mention to any of her songs, awards, hits number one and YouTube views, it does prove of how there needs to be a mainstream Rihanna in today’s world, and not just for fashion’s sake.