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Savage X Fenty

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Savage X Fenty
IndustryLingerie
FoundedMay 11, 2018
FounderRobyn 'Rihanna' Fenty
HeadquartersEl Segundo, California
ProductsLingerie, Brand, Bras, Underwear, Sleepwear, Loungewear
ParentLavender Lingerie, LLC
Websitesavagex.com

Savage X Fenty is a lingerie brand founded by Barbadian singer Rihanna 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.[1] The brand has an optional membership program called Xtra VIP that offers exclusive discounts, early access to product releases, and limited edition boxes curated by Rihanna herself.[2]

History

Savage X Fenty is a joint venture between Rihanna and TechStyle Fashion Group.[3] Starting as an online-only brand, the entire pre-launch marketing occurred on Rihanna’s Instagram and without posting anything, the brand’s Instagram account @savagexfenty gained 17,000 followers in 24 hours.[4] The website launched on May 11, 2018 along with a pop-up shop in Brooklyn, New York which was only open the first two days the brand launched.[2] Within a month of launching, the entire debut collection sold out.[citation needed]

In 2018, Savage X Fenty launched a sleepwear collection to benefit the Clara Lionel Foundation, a non-profit which was also founded by Rihanna.[5]

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[6] and has over 4.5 million followers across social media platforms.[3]

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.[7]

Models and collaborations

The Savage X Ambassadors program consists of celebrities and other influencers - representing all sizes and backgrounds - that promote Savage X Fenty products on their social media platforms. Notable Celebrity Ambassadors include Gigi Hadid, Bella Hadid, Normani, Kehlani, Rico Nasty, Jackie Ana, Kash Doll, Snitchery, Anna O’Brien, Leslie Quezada, Bri Martinez, Soto Sosa and more. Many of these ambassadors have been included in the brand’s fashion shows.[8] In February 2021, Savage X Fenty hired their first little person ambassador, Tamera McLaughlin.[9]

Fashion shows

Savage X Fenty’s first fashion show closed out New York Fashion Week with a live performance on a runway.[10] The show was held at Brooklyn Navy Yard on September 12, 2018. Rihanna hired models and dancers of all sizes and backgrounds, putting diversity at the forefront.[11] Models, including Slick Woods, Indira Scott, Joan Smalls, Raisa Flowers, Bella Hadid, Gigi Hadid, and more, were made up exclusively with Fenty Beauty products.[12]

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 on September 20.[13] The documentary shows the behind-the-scenes creative process of the new line, along with the performances on the runway.[14] This fashion show featured musical performances from Rihanna, Big Sean, Migos, Halsey, DJ Khaled, A$AP Ferg, 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 and Normani.[13]

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, Bad Bunny, Mustard, Roddy Rich, Ella Mai, and Travis Scott. Rihanna brought back many of the same models as previous years, but also included Lizzo, Chika, Paris Hilton, Willow Smith, and Rico Nasty on the runway.[15] The show featured black breast cancer survivors as part of Breast Cancer Awareness month and to benefit Clara Lionel Foundation.[16]

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, Ricky Martin, Erykah Badu, Nyjah Houston, Normani, Nas, Daddy Yankee, and more.

Every fashion show so far has been choreographed by Parris Goebel. The choreography is designed to inspire people to be themselves and love themselves for who they are.[17]

Impact on lingerie industry

Rihanna created Savage X Fenty with the goal of diversity in regards to size and color. When scrolling through the website or watching the fashion shows it is clear that every body type and race is equally represented. Before Savage X Fenty, Victoria’s Secret was the biggest lingerie company in the market, but mainly only included models that were tall, skinny, and presented euro-centric features.[18] 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.[2]

Investments

Multiply Group PJSC, an Abu Dhabi based technology investment holding company, invested 25 million dollars in Savage X Fenty.[19][20][21]

See also

References

  1. ^ "SAVAGE X FENTY | Lingerie by Rihanna". www.savagex.com. Retrieved 2021-08-16.
  2. ^ a b c Elven, Marjorie van (2019-05-06). "Savage x Fenty, one year later: what's Rihanna's impact on the lingerie market?". FashionUnited. Retrieved 2021-08-16.
  3. ^ a b "Savage X Fenty". TechStyle Fashion Group. Retrieved 2021-08-16.
  4. ^ "Launch of Savage X Fenty – Lingerie by Rihanna - The Shorty Awards". shortyawards.com. Retrieved 2021-08-16.
  5. ^ WW, FashionNetwork com. "Savage x Fenty launches exclusive sleepwear collection to benefit the Clara Lionel Foundation". FashionNetwork.com. Retrieved 2021-08-16.
  6. ^ Hale, Kori. "Rihanna's Savage X Fenty Reaches $1 Billion Valuation In Lingerie Equity". Forbes. Retrieved 2021-08-16.
  7. ^ Mamo, Heran (January 7, 2022). "Rihanna's Savage x Fenty Lingerie Brand Will Open Retail Stores in 2022". Billboard. Retrieved January 8, 2022.
  8. ^ "Savage X Brand Ambassadors - #SavageXAmbassadors | Savage X Fenty". www.savagex.com. Retrieved 2021-08-16.
  9. ^ "Savage x Fenty Hires First Little Person Ambassador". PAPER. 2021-02-27. Retrieved 2021-08-16.
  10. ^ Spellings, Sarah (2018-09-13). "Rihanna Came for Victoria's Secret with a Size-Inclusive Lingerie Show". The Cut. Retrieved 2021-08-16.
  11. ^ "Rihanna Releases the Savage X Fenty Fall 2018 Collection at NYFW". www.lofficielusa.com. 2021-01-16. Retrieved 2021-08-16.
  12. ^ "The Models at Savage X Fenty Looked Like IRL Disco Balls". Teen Vogue. 2018-09-13. Retrieved 2021-08-16.
  13. ^ a b Fisher, Lauren Alexis (2019-09-11). "So, What Went Down at Rihanna's Top Secret Savage x Fenty Show Last Night?". Harper's BAZAAR. Retrieved 2021-08-16.
  14. ^ "Watch Savage X Fenty Show Vol. 1 | Prime Video". www.amazon.com. Retrieved 2021-08-16.
  15. ^ Betancourt, Bianca (2020-09-30). "Rihanna Made the Savage x Fenty Runway Show as "Visually Enthusiastic as Possible" amid the Pandemic". Harper's BAZAAR. Retrieved 2021-08-16.
  16. ^ Jacqui Palumbo. "Rihanna's latest Savage X Fenty campaign stars Black breast cancer survivors". CNN. Retrieved 2020-10-22.
  17. ^ "Parris Goebel is so much more than just a choreographer". Dazed. 2020-11-19. Retrieved 2021-08-16.
  18. ^ editor, Cecilia Lenzen, The Shorthorn life and entertainment. "How Rihanna's Savage X Fenty Show is diversifying the future of fashion". The Shorthorn. Retrieved 2021-08-16. {{cite web}}: |last= has generic name (help)CS1 maint: multiple names: authors list (link)
  19. ^ https://www.thenationalnews.com/business/money/2022/01/27/abu-dhabis-multiply-group-invests-25m-in-rihannas-fashion-brand/
  20. ^ https://www.khaleejtimes.com/business/multiply-group-invests-dh92m-in-rihannas-savage-x-fenty
  21. ^ https://www.arabianbusiness.com/industries/retail/abu-dhabis-multiply-group-invests-in-rihannas-fashion-venture-savage-x-fenty [bare URL]
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