Rumours began circulating back in March that Rihanna was expanding her Fenty empire to include a lingerie line. Now, the Barbadian popstar’s social media campaign teasers have come to an end, and RiRi fans around the globe can officially buy her Savage X Fenty underwear collection.
A post shared by SAVAGE X FENTY(@savagexfenty) on Apr 24, 2018 at 9:42am PDT
“It was important to me to push the boundaries, but also create a line that women can see themselves in,” Rihanna said of the project, which is underlined with her mission to celebrate fearless individuality and broaden the definition of what is beautiful. “I want to make people look and feel good, and have fun playing around with different styles.”
A post shared by SAVAGE X FENTY(@savagexfenty) on May 11, 2018 at 10:41am PDT
In total, Savage X Fenty will comprise 90 pieces of lingerie, sleepwear and accessories, including four capsule collections. The core collection, dubbed “On the Reg”, includes everyday essentials, like T-shirt bras and “undies”. The “U Cute” line boasts the lacy pieces debuted on Rihanna’s Instagram, including a selection of femme-in-the-front, frisky-in-the-back bikini-cut knickers, and the “Damn” range is all about sassy bodysuits, suspenders et al. But, for the ultimate bad gal, there’s the “Black Widow” selection, which the brand describes as “risqué and ultra sexy.” Half-cut bras, open-back bikini bottoms and marabou embellished jumpsuits are all on offer. “There are really no rules with lingerie,” she explains. “Cute and edgy can live in the same collection. The line dares you to try something new while completely remaining authentic to yourself.”
Killin it #OnTheReg! 🔥 | #11days til the drop! | Peep tha countdown at SAVAGEX.com
A post shared by SAVAGE X FENTY(@savagexfenty) on Apr 30, 2018 at 10:07am PDT
Inclusivity has been a benchmark of all Rihanna’s previous endeavours, and Savage X Fenty will be no different. Bras will be available from a 32A to 44DD, with lingerie, underwear and loungewear coming in sizes from XS to 3XL. The campaign stars, including Slick Woods and plus-size model Audrey Ritchie, are indicative of the fact “savages come in all shapes and sizes”. International shipping will also be available to 210 countries so “savages” all around the world can shop the collection.
A post shared by SAVAGE X FENTY(@savagexfenty) on May 4, 2018 at 2:51pm PDT
The price point, too, is accessible. Bras will be sold from $39 to $59, with T-shirt bras and underwear slightly lower, from $29 to $34 and $14.50 to $29, respectively. Higher priced items, such as corsets, jumpsuits, and robes, still sit under $100, ranging from $69 to $99.
“I approach everything with the same mentality,” she adds of why now was the right time to partner with the TechStyle Fashion Group. “It has to be authentic, it has to be from me, my perspective. I’ve wanted to do a lingerie line for a long time, but it was important to me that it be done right. Everyone should feel good wearing lingerie. That’s it.”
#UCUTE in that Lace Teddy! | Tap to shop that! ✨Cc: @mollyconstable
A post shared by SAVAGE X FENTY(@savagexfenty) on May 12, 2018 at 10:05am PDT
The rapturous critical and commercial acclaim of Rihanna’s Fenty beauty line (YouTube reported that there were 132 million views of Fenty Beauty-related content in the month after it launched in 2017) and the continued success of the Fenty x Puma collection of sports-meets-streetwear can leave no doubt that Savage X Fenty will launch to a mass audience hungry. For superfans, there’s also a dedicated membership programme where for $50 annually, shoppers get exclusive early access to launches, the ability to shop limited-edition items, and free two-way shipping. Savages, get shopping at Savagex.com
