-before it was a rumor, now it is confirmed
-it is called "project loud france" for now based on her album loud
-"Project Loud France’s purpose is the “conception, fabrication, distribution, commerce, importation and exportation” of products for people of all ages, and includes footwear, sportswear, accessories, and lifestyle items. The brand’s diverse offerings will reflect the extensive range of the namesake album, which contains 11 tracks including hits “S&M” and “Only Girl (In the World)”.
-senior staff is already being shifted from celine and louis voiutton
-she is super hands on and wants it move quickly, but disigners are under contract
-industry experts says it will be atleast 3 years to launch a brand from scratch at the level of gucci and christian dior