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Brief Published: 9 May 2018

Rihanna Expands Inclusive Offering with New Lingerie Line

Savage x Fenty

Building on the success of her diversity-championing beauty range, Rihanna is launching a body-inclusive lingerie line dubbed Savage x Fenty. Ahead of the May 11 launch, the pop star has taken to social media to tease fans with campaign images and trailers that hint at the line’s focus on body positivity.

Starring plus-size models Audrey Ritchie, Lulu Bonfils and Stella Duval, the images are accompanied by affirmative captions like “Savages come in all shapes and sizes” and “X stands for all”. One video features Ritchie looking confidently at the camera while her voiceover talks positively about her stretchmarks, rolls and cellulite.

The brand’s site indicates that bra sizes will range from 32A to 44DDD, while underwear will be available in sizes XS to 3X.

Rihanna has already proven herself in the inclusivity space, with her cosmetics venture Fenty Beauty receiving a hugely positive reception when it launched in September 2017. Make-up fans and industry insiders alike praised its delivery of high-quality cosmetics for a wide range of skin tones, including foundation in 40 shades. See our blog post for more.

Taking into account her other non-musical endeavours, including her popular Fenty x Puma clothing line, Rihanna has established herself as a strong player across a number of industries. Her success is likely due in part to the amplifying effect of entering a lucrative space where entertainment, product and celebrity intersect.

For more on the musical influencers hitting that engagement sweet spot, see Invigorating Brand Values from our Active Lives Macro Trend.