Rihanna, Fenty Maison & LVMH: Part II

Char Saint

Officially and historically it took 32 years for LVMH to launch another luxury brand from scratch. Let’s take it back to 1987 where Christian Lacroix (French fashion designer) was the first, and last fashion brand launched from a fetus stage by LVMH. Now fast forward to present day, 2019,9 32 years later, and we have FENTY Maison.

The official name of the company that owns FENTY Maison is Project Loud France. The title of the venture Project Loud France was named in honor of the singer’s fifth album, Loud – and it has around €60m (£50m) worth of investment split between Rihanna and the conglomerate, which also owns Louis Vuitton, Celine and Christian Dior. Rihanna has 49.99% stake as a shareholder via her company Denim UK Holdings.

The beauty of it all is that Riri contributed something bigger than money, she gave her time. €30 million to be exact. According to Business of Fashion, it’s more than just Rihanna’s time at stake. It’s also her name, as well as what she represents as a whole. Anyone think €30 million is a whole f’in lot?!? 🙋‍♀️🏾

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