Wednesday 27th February

| BY Dino Bonacic

As Rihanna’s New LVMH-backed Brand Finally Gets a Name, We Remember 10 of Her Fashion Moments That Made Us Go Loud


Bad Gal Riri. A queen. A goddess. A style icon. You can find her in the Oxford dictionary, under *everything*. She’s a multi-award-winning musician, an actress and an entrepreneur – she can basically do everything. With her make-up business Fenty Beauty thriving and her Savage x Fenty lingerie line popping up on our Insta feeds left, right and central, there’s no surprise everyone wants to get on the Riri boat. Back in January, WWD announced the French conglomerate LVMH is working with the Bajan queen on starting up a new fashion brand, for the first time since launching Christian Lacroix in 1987. Not much else was known back then, but today a whole new set of information emerged. Apparently, the brand is supported with £50m by both Rihanna and LVMH and will include all categories imaginable – that’s menswear and womenswear as well as childrenswear, footwear, eyewear, leather goods, and sportswear. Riri is a lifestyle, after all. But most importantly, we finally have the name for the brand – Project Loud. Inspired by Rihanna’s red-hair era album Loud, we can already predict it will make us audibly gasp, and perhaps even scream “YAAAAS!” with excitement.

In celebration of Riri’s new venture, we’re throwing it back to all of her fahsion moments that made us go loud.

Shut Up & Drive Music Video (2007)

With a choppy bob that launched a 1000 scissors and heavy gold hoops dangling from her ears – this was a seminal look that defined cool girl style for the years to come.

S&M Music Video (2011)

The latex. The chilli red hair. The newspaper dress. Female musicians shook in their boots while we googled away to find a cheap version of that Piers Atkinson cherry headpiece.


London Tube (2012)

Proving she’s just one of us, Riri attempts to look mortal while riding the tube on her way to the Brit Awards rehearsals. She fails, as she looks absolutely flawless in this collegiate fantasy.


The Victoria’s Secret Fashion Show (2012)

Jewels, lace and a VS bra – it’s the sexy casual vibe we still try to emulate on Sunday mornings.


The Dior SS16 Front Row (2015)

A statement coat, no trousers, and some tall latex boots. Add a perfectly doll-like face and you’ve got yourself Bad Gal Riri sitting FROW at Raf Simons’ last show for Dior. Legendary for more than just one reason.


The Streets of NYC (2015)

Another Sunday morning inspo, as Rihanna emerges out of a NYC recording studio in the middle of the night in a pair of silky PJs, feather heels and our favourite accessory of all time – a glass of dark and presumably strong alcohol.


The Manolo Collab (2016)

Oh, just that time when the term thigh-high boots got a totally new meaning.


Coachella 2017

Going incognito in the name of Alessandro Michele, Rihanna wore Look 85 from Gucci’s AW17 collection. Forget about flower crowns, festival fashion has since been all about shining like a diamond.


Fenty x Puma Spring 2018 campaign

Joined by Slick Woods, Riri rocks the ultimate moto fashion – an homage to her early days, now reformed in new sensuality.


The Met Galas (2015, 2017 & 2018)

The uncrowned queen of Met Gala red carpets, Riri has been giving everything we wanted and more since her debut at the bottom of tose steps in 2011. The last three times, however, made us audibly gasp. All meme-worthy, all Fashion with a capital F – the Guo Pei robe, the Comme des Garçons bundle and her custom Maison Margiela by John Galliano pope gown. We salut all three, hoping Project Loud will carry at least a little bit of each of these in its collections. Date TBC.