Wonderland.

RIHANNA’S PROJECT LOUD

The singer and fashion mogul’s officially joining the LVMH family.

It’s no secret the transition from pop superstar to high fashion mogul is notoriously hard to master. The Olsen’s navigated it pretty well, but that’s about it (cc. Paris Hilton, Lindsay Lohan, we could go on.)

But Rihanna’s – well – Rihanna, and when rumours started circulating in January that she’d be starting her own label with French luxury conglomerate LVMH, we knew there’d be big things in the works.

And now the line’s been officially confirmed. The details:

It’s currently dubbed “Project Loud,” a nod to the singer’s fifth studio album Loud (featuring iconic Riri tracks “S&M”, “What’s My Name” and “Only Girl”), and will span menswear, womenswear, footwear, eyewear and sportswear.

“Project Loud” is said to hold a £50m investment, with Rihanna as a 49.99% shareholder bringing over £34 million of her own money to the table. She’ll also be the first black woman to own a brand under the group, which will be LVMH’s first new launch venture since 1987.

It might be payday, but it’s time to start mortgaging and Depop-dropping everything you own…

RIHANNA’S PROJECT LOUD

Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related → Related →