Savage X Fenty is a

lingerie Lingerie (, , ) is a category of primarily women's clothing including undergarments (mainly brassieres), sleepwear, and lightweight robes. The choice of the word is often motivated by an intention to imply that the garments are alluring, fashio ...

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

founded by Barbadian singer

Rihanna Robyn Rihanna Fenty ( ; born February 20, 1988) is a Barbadian singer, actress, and businesswoman. Born in Saint Michael and raised in Bridgetown, Barbados, Rihanna auditioned for American record producer Evan Rogers who invited her to the ...

that emphasizes confidence and inclusivity and is designed for all genders, sizes, and backgrounds. Along with lingerie, the line features bras, underwear, sleepwear, and loungewear. The brand features an optional membership program called Xtra VIP which offers discounts, and early access to product releases.

History

Savage X Fenty is a

joint venture A joint venture (JV) is a business entity created by two or more parties, generally characterized by shared ownership, shared returns and risks, and shared governance. Companies typically pursue joint ventures for one of four reasons: to acces ...

between Rihanna and TechStyle Fashion Group. Starting as an online-only brand, the entire pre-launch marketing occurred on Rihanna’s Instagram account. The website launched on May 11, 2018 along with a pop-up shop in

Brooklyn, New York Brooklyn () is a borough of New York City, coextensive with Kings County, in the U.S. state of New York. Kings County is the most populous county in the State of New York, and the second-most densely populated county in the United States, be ...

which was open the first two days the brand launched. Within a month of launching, the debut collection sold out. In 2018, the company launched a sleepwear collection to benefit the

Clara Lionel Foundation The Clara Lionel Foundation (also known as CLF) is a nonprofit organization founded in 2012 by singer Rihanna, that funds groundbreaking education and emergency preparedness and response programs around the world. In March 2020, the fund donate ...

, a non-profit also founded by Rihanna. Savage X Fenty was named one of Fast Company’s “10 most innovative style companies of 2020” and as of 2021, the brand is valued at $1 billion and has over 4.5 million followers across social media platforms. In January 2022, Rihanna announced that Savage X Fenty would open its own brick-and-mortar stores in 2022. The first five locations planned are Las Vegas, Los Angeles, Houston, Philadelphia, and Washington, D.C.

Models and collaborations

The company has a Savage X Ambassadors program consisting of celebrities, influencers, and micro-influencers from a variety of backgrounds. They all promote Savage X Fenty products on their social media platforms.

Normani Normani Kordei Hamilton ( ; born May 31, 1996) is an American singer and dancer. She auditioned as a solo act for the American television series ''The X Factor'' in 2012, after which she became a member of the girl group Fifth Harmony, which wen ...

was named as the brand's first ambassador, while other notable celebrity ambassadors include

Gigi Hadid Jelena Noura "Gigi" Hadid ( ; born April 23, 1995) is an American model and television personality. In November 2014, she made her debut in the Top 50 Models ranking at Models.com. In 2016, she was named International Model of the Year by the ...

Bella Hadid Isabella Khairiah Hadid (born October 9, 1996) is an American model. In 2016, she was voted "Model of the Year" by industry professionals for Models.com. Over the span of four years, Hadid has made twenty-seven appearances on international '' ...

Kehlani Kehlani Ashley Parrish (born April 24, 1995) is an American singer, songwriter, and dancer. Kehlani is originally from Oakland, California, and achieved initial fame as a member of the teen group Poplyfe in 2011. In 2014, Kehlani released thei ...

Rico Nasty Maria-Cecilia Simone Kelly (born May 7, 1997), known professionally as Rico Nasty, is an American rapper, singer, and songwriter from Maryland. She rose to prominence in 2018 with singles such as "Smack a Bitch" and "Poppin". While in high schoo ...

Gia Woods Gia Woods (born May 22, 1996) is a Los Angeles-based pop musician. Early life Woods grew up in a traditional Persian household in Los Angeles. Her father owned a popular Persian restaurant, and her mother was a stay-at-home mom who also handle ...

Jackie Aina Jacquelyn Lonje Olayiwola Oyeshola Bolayemi Aina (born August 4, 1987), better known as Jackie Aina, is an American beauty YouTuber. She was born to an African-American mother and a Nigerian father of Yoruba descent. She is a social influence ...

, and

Kash Doll Arkeisha Antoinette Knight, known professionally as Kash Doll, is an American rapper and actress from Detroit, Michigan. Signed to Republic Records, she is best known for her singles "For Everybody" (2017) and "Ice Me Out" (2018), the latter o ...

. Many of these ambassadors have been included in the brand’s fashion shows. In February 2021, Savage X Fenty hired their first little person ambassador, Tamera McLaughlin.

Fashion shows

Savage X Fenty’s first fashion show was at the 2018

New York Fashion Week New York Fashion Week (NYFW), held in February and September of each year, is a semi-annual series of events in Manhattan typically spanning 7–9 days when international fashion collections are shown to buyers, the press, and the general publ ...

with a live performance on the runway. Models, including

Slick Woods Simone Thompson (born August 13, 1996), better known as Slick Woods, is an American fashion model and actress, known for her bald head, gapped teeth, and tattoos. Woods is a part of the "Social Media Modeling" or "Instagirl" movement as she has fo ...

Indira Scott Indira Lynn Scott (born May 27, 1997) is an American fashion model. She closed Dior's F/W 18 Haute Couture show in her debut season. Early life Scott was born in Jamaica, Queens. Career Scott was discovered while working at The Reformation. ...

Joan Smalls Joan Smalls Rodriguez (born July 11, 1988) is a Puerto Rican supermodel and actress. In 2011, she became the first Latina model to represent Estée Lauder cosmetics. In 2013, she entered ''Forbes'' magazine's "World's Highest-Paid Models" list ...

, Raisa Flowers,

, and dancers of all sizes and backgrounds were present at the show. They were all made up exclusively with

Fenty Beauty Fenty Beauty (stylized as FEИTY BEAUTY) is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became high-demand upon first release. The or ...

products. The brand’s second show was part of New York Fashion Week 2019 and doubled as a documentary called Savage X Fenty Show Vol. 1, which aired on

Amazon Prime Video Amazon Prime Video, also known simply as Prime Video, is an American Video on demand#Subscription models, subscription video on-demand Over-the-top media service, over-the-top Streaming media, streaming and Renting, rental service of Amazon (c ...

on September 20th. The documentary shows the behind-the-scenes creative process of the new line, along with the performances on the runway. This fashion show featured musical performances from

Big Sean Sean Michael Leonard Anderson (born March 25, 1988), known professionally as Big Sean, is an American rapper. Anderson began his music career in 2007 and gained popularity in 2010 with his third mixtape '' Finally Famous Vol. 3: Big''. He then s ...

Migos Migos () is an American hip hop trio from Lawrenceville, Georgia, founded in 2008. The group was originally composed of Southern rappers Quavo, Takeoff, and Offset. Quavo is from Athens, Georgia; Offset and Takeoff were born and raised in Law ...

, Halsey,

DJ Khaled Khaled Mohammed Khaled (born November 26, 1975), known professionally as DJ Khaled, is an American DJ, record executive, record producer and rapper. Khaled first gained recognition as a radio host in the 1990s on the radio station WEDR, 99 Ja ...

A$AP Ferg Darold Durard Brown Ferguson Jr. (born October 20, 1988), known professionally as ASAP Ferg (stylized as A$AP Ferg), is an American rapper from New York City's Harlem neighborhood. Aside from his solo career, he is a member of the hip hop collec ...

, and more, and the runway consisted of models including Gigi and Bella Hadid, Cara Delevigne, Joan Smalls, and Slick Woods, and artists like

21 Savage Shéyaa Bin Abraham-Joseph (born October 22, 1992), known professionally as 21 Savage, is a rapper based in Atlanta, Georgia, United States. Born in London, he moved to Atlanta with his mother at age seven. He became known after releasing two m ...

and

. Savage X Fenty Show Vol. 2 aired on October 2, 2020 and goes into the challenges of producing a show during a pandemic. Performers include Miguel,

Rosalía Rosalia Vila Tobella (born 25 September 1992), known mononymously as Rosalía (, ), is a Spanish singer. Born and raised in the outskirts of Barcelona, she has been described as an "atypical pop star" due to her genre-bending musical styles. ...

Bad Bunny Benito Antonio Martínez Ocasio (born March 10, 1994), known professionally as Bad Bunny, is a Puerto Rican rapper and singer. His musical style is defined as Latin trap and reggaeton. He rose to prominence in 2016 with his song "Diles", wh ...

Mustard Mustard may refer to: Food and plants * Mustard (condiment), a paste or sauce made from mustard seeds used as a condiment * Mustard plant, one of several plants, having seeds that are used for the condiment ** Mustard seed, seeds of the mustard p ...

Roddy Ricch Rodrick Wayne Moore Jr. (born October 22, 1998), known professionally as Roddy Ricch, is an American rapper, singer, and songwriter. He rose to fame in 2018 with his single, "Die Young", which peaked at number 98 on the ''Billboard'' Hot 100. R ...

Ella Mai Ella Mai Howell (born 3 November 1994) is an English singer-songwriter. Her musical career began at London's British and Irish Modern Music Institute in 2014, during which time she auditioned as part of a trio on the 11th season of ''The X Fa ...

, and Travis Scott. Rihanna brought back many of the same models as previous years, but also included

Lizzo Melissa Viviane Jefferson (born April 27, 1988), known professionally as Lizzo, is an American singer, rapper, and flutist. Born in Detroit, Michigan, she moved to Houston, Houston, Texas with her family when she was 10 years old. After col ...

, Chika,

Paris Hilton Paris Whitney Hilton (born February 17, 1981) is an American media personality, businesswoman, socialite, model, and entertainer. Born in New York City, and raised there and in Beverly Hills, California, she is a great-granddaughter of Conra ...

Willow Smith Willow Camille Reign Smith (born October 31, 2000), known mononymously as Willow (stylized in all caps), is an American singer and actress. The daughter of actors Will Smith and Jada Pinkett Smith, she has received various accolades, including ...

, and

on the runway. The show featured black breast cancer survivors as part of

Breast Cancer Awareness Month Breast Cancer Awareness Month (BCAM), also referred to in the United States as National Breast Cancer Awareness Month (NBCAM), is an annual international health campaign organized by major breast cancer charities every October to increase awaren ...

and to benefit

. Savage X Fenty Show Vol. 3 aired on September 24, 2021 and shows an immersive fashion experience that combines fashion, dance, and music with iconic architecture and unforgettable performances. Featuring an all-star cast debuting the latest Savage X Fenty styles, the show is a visually stunning cultural moment that redefines sexy. Some performers include Bia,

Jazmine Sullivan Jazmine Marie Sullivan (born April 9, 1987) is an American R&B and soul singer. Born and raised in Philadelphia, her debut album, ''Fearless'' was released in 2008. The record topped ''Billboards Top R&B/Hip-Hop Albums chart and was certifie ...

Ricky Martin Enrique Martín Morales (born December 24, 1971), known professionally as Ricky Martin, is a Puerto Rican singer, songwriter, and actor. He is known for his musical versatility, with his Ricky Martin albums discography, discography spanning ...

Erykah Badu Erica Abi Wright (born February 26, 1971), known professionally as Erykah Badu (), is an American singer-songwriter, record producer and actress. Influenced by rhythm and blues, R&B, Soul music, soul, and hip hop, Badu rose to prominence in the ...

Nyjah Huston Nyjah Imani Huston (born November 30, 1994) is an American professional skateboarder. With numerous sponsorships and competition prize winnings, Huston is one of the highest paid skateboarders in the world. Huston won gold medals at the SLS Supe ...

, Normani,

Nas Nas (born 1973) is the stage name of American rapper Nasir Jones. Nas, NaS, or NAS may also refer to: Aviation * Nasair, a low-cost airline carrier and subsidiary based in Eritrea * National Air Services, an airline in Saudi Arabia ** Nas Air ( ...

Daddy Yankee Ramón Luis Ayala Rodríguez (born February 3, 1976), known professionally as Daddy Yankee, is a Puerto Rican rapper, singer, composer, and actor. Known as the " King of Reggaetón" by music critics and fans alike, he is the artist who coined ...

, and more. Every fashion show so far has been choreographed by

Parris Goebel Parris Renee Goebel (), also known professionally as Parris, is an Emmy Award winning New Zealand Choreographer, Dancer, Singer, Director and actress. She is the Founder and main Choreographer of the Dance School, “The Palace Dance Studio", ...

. The choreography is intended to inspire people to be themselves and love themselves for who they are.

Impact on lingerie industry

Rihanna created Savage X Fenty with the goal of diversity in regards to size and color. Consumers respond well to representation and since the brand launched, retailers in the US and UK have increased inclusive-sized styles by 34% and competitors have been trying to be more color-inclusive.

Investments

In 2022, Multiply Group PJSC, an Abu Dhabi based technology investment holding company, invested

US$ The United States dollar (symbol: $; code: USD; also abbreviated US$ or U.S. Dollar, to distinguish it from other dollar-denominated currencies; referred to as the dollar, U.S. dollar, American dollar, or colloquially buck) is the official ...

25 million in Savage X Fenty.

References

External links

* {{Rihanna 2018 establishments in the United States Lingerie brands Rihanna