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Lingerie by Rihanna, Savage X Fenty celebrates fearlessness, confidence, and inclusivity.

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About the brand

In the spring of 2018, music and fashion icon Rihanna embarked on her newest venture: lingerie designer. Inspired to create a line of intimates that celebrates and speaks to all shades and shapes, Savage X Fenty celebrates fearlessness, confidence, and inclusivity.

“We want to make people look good and feel good,” explains Rihanna, who approaches Savage X with the same mentality she does all her projects—to make something new and fresh that everyone can relate to and feel confident in. “We want you to feel sexy and have fun doing it.” With offerings ranging from everyday basics to more provocative pieces—Savage X Fenty is lingerie for everyone.


Launch date
May 2018
Primary Product
Bras, Undies, Lingerie
Number of social Followers
over 1 million
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Savage X Fenty

Brand milestones

Disrupt The Marketplace

Growth goals

In partnership with a team assembled from the industry’s elite, the label is braced to disrupt and redefine the lingerie marketplace with an accessible price point and full range of nudes.