LVMH Inject 60 Million Euro Into Shell Company Or Prepare For Rihanna Brand.

It is reported that the French luxury goods giant LVMH group has quietly set up a new company called Project Loud, most likely to prepare for the creation of a new brand in cooperation with the American pop queen Rihanna (Rihanna).

The official documents of the Tribunal de Commerce show that in June 2017, the Project Loud registered by LVMH group in Paris was a shell company (shell company). It was notable that in December 20, 2018, LVMH group injected 60 million euros into the company. Before that, the company had only 37 thousand euros in assets.

Rihanna is in secret consultation with the French luxury giant LVMH group. It plans to cooperate to create its own luxury brand. Its products will cover garments, leather goods and accessories. Coincidentally, the name of Rihanna's fifth solo album is called Loud.

The headquarters of the Project Loud company is located in Paris's 24 rue Jean Goujon, LVMH's fashion group LVMH Fashion Group is also located here. LVMH fashion group is currently responsible for managing nine brands, including Louis Vuitton, such as Givenchy, Fendi, Kenzo, Loro Piana and Pucci.

Project Loud is president of LVMH group, chief strategy officer and LVMH Metiers D art President Jean-Baptiste Voisin. Graduated from Ecole Polytechnique in Paris, Jean-Baptiste Voisin, aged 51, has been the strategic director of LVMH group since 2006 and was elected to the Group Executive Committee in 2012.

Jean-Baptiste Voisin took up the post of president of Project Loud in March 2018, replacing the former Caroline Caroline Bergeron-Plantef ve assistant director of LVMH group. At the same time, the business scope of Project Loud has also been spanformed into fashion, accessories, underwear and perfume. In addition, on social media LinkedIn, many experienced LVMH group fashion executives have changed their personal positions to become employees of Project Loud.

LVMH insider also revealed that 6 months ago, LVMH group began to set up a fashion team for Rihanna in Paris. The main person in charge of the project is LVMH Toledano Group Chairman and chief executive officer, Sidney Toledano. Another source pointed out that the employees selected by LVMH group for Project Loud came from the main brands such as Louis Vuitton and Celine. LVMH group declined to comment on the details of the brand and the exact launch date.

In September 2018, Roraj Trade LLC, which has multiple Rihanna personal trademarks, registered Fenty brand over 100 product categories and services in France's State Intellectual Property Office National Institut of Industrial Property, involving many markets such as China, the European Union, Japan, Korea and Singapore.

The official spokesman of the LVMH group declined to respond to the progress of the Project Loud project.

There are recent reports that LVMH group has agreed to provide funds for the creation of personal brands for its flagship brand Louis Vuitton (LV) creative director Nicolas Ghesqui re re. But there are indications that the new business of LVMH group is more focused on deep cooperation with Rihanna.

Rihanna has had many successful cooperation with LVMH group. The earliest contact between the two sides should be traced back to 2015. After participating in the French classic luxury brand Christian Dior show, Rihanna appeared in the Steven Klein palm mirror, which was shot inside the Palace of Versailles, "Secret Garden IV (secret garden four)" micro film advertising. In the short film, she wore Dior's sunglasses, a handbag and a Esprit Dior dress. In this regard, it became the first spokesperson for Dior brand history.

In 2016, Dior launched a series of futuristic Sunglasses "Rihanna" designed by herself.

In 2016, LVMH group's beauty incubator Kendo and Rihanna jointly launched the beauty makeup product line Fenty Beauty. Within a few weeks, sales exceeded $100 million, which is known as a "spanformative brand" by the industry.

In just one year, Fenty Beauty has 6 million 300 thousand fans on Instagram, 490 thousand subscribers on YouTube, and 372 thousand fans on Twitter. The success of Fenty Beauty is closely related to the high quality of Rihanna, but the reason why people are so enthusiastic about it is not only because of the name of Rihanna, but also because Fenty Beauty strengthens the innovation of "inclusive" products. It has 40 different colors of foundation, and is one of the most diversified cosmetics series on the market, which can fully cover the personalized needs of consumers with different skin colors. Fenty Beauty will also interact with fans regularly, such as pushing user centered content, working with loyal fans, videos and tweets.