Rumours began circulating back in March that Rihanna was expanding her Fenty empire to include a lingerie line. Now, the Barbadian popstar has confirmed via social media that an underwear collection called Savage x Fenty is launching worldwide on May 11.
“Bet ya didn’t know it’s #nationallingerieday 😍 got a lil treat for my ladies…. #SAVAGEXFENTY is coming to you worldwide on MAY 11th!! Exclusively on SAVAGEX.com !! Head there now to peep the live countdown ⏱” Rihanna wrote on Instagram alongside an image of her sporting a white and red floral cut-out set.
Closer investigation on the brand’s holding site suggest that the intimates will incorporate a wide range of sizes, varying from 32A to 44DD for bras and XS to 3X for “undies”.
Inclusivity has been a benchmark of all Rihanna’s previous endeavours, and Savage X Fenty will be no different. A campaign video starring plus-size model Audrey Ritchie, which was posted on Instagram on April 29 with the caption, “Savages come in all shapes and sizes!! ya ready?”, promotes the brand mantra of feeling comfortable in one’s skin. “I have really giant boobs,” Ritchie says in the short clip. “They were double-Ds by the time I was in the eighth grade. . . whichever gender you choose to have sex with, you should be proud and find yourself sexually.”
It is speculated that TechStyle Fashion Group is the financial backer behind the launch, however, a representative declined to make a comment to Vogue. The California-based parent company already has Kate Hudson’s Fabletics and Kim Kardashian’s ShoeDazzle in its portfolio, so another celebrity-endorsed brand would seem a natural investment.
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 its next Bad Gal products.
For now, sit back and watch the Savage x Fenty Instagram turn into the ultimate hype generator. Its teaser posts have garnered hundreds of thousands of followers already…