Savage X Fenty was launched in 2018 by pop culture icon Rihanna. Originally starting as a lingerie line, Savage X Fenty has since grown into an industry leader promoting confidence and inclusivity across an ever-expanding assortment of categories including: lingerie, sleepwear, loungewear, activewear and more.
Our Vision
Rihanna started the brand to make all people feel confident and sexy. She aimed to create a line embracing all body types, shapes and sizes across the gender style spectrum. Fueled by Rihanna’s vision and personal experiences, Savage X Fenty challenges traditions and celebrates fearlessness, confidence and inclusivity. We believe that sensuality is a feeling, not a look. Our goal is making sure people of all identities, shapes and skin tones feel empowered when they walk into a room.
Empowering Design Philosophy
Traditionally, lingerie represented unattainable images of perfection. Savage X Fenty turns that notion on its head, offering collections celebrated by people of all races, shapes, sizes, ages and genders. Our products leverage bold prints, unexpected textures and next level fabrics designed to enhance your shape and give you an added boost of confidence. The intricacy and details take inspiration from various cultures and styles rooted in streetwear and athleticwear. This high style, high quality approach challenges tired industry norms and makes Savage X Fenty more than just a brand, but a community and a culture.
Category Expansion
While bras, panties and corsets remain at our core, the brand has expanded into so much more. Our growth demonstrates people want options promoting confidence that fit their personal style. Now Savage X Fenty offers everything from everyday basics to provocative pieces, robes, bodysuits, bras, underwear, hosiery, sports bras, tees, joggers, jumpsuits and dresses. New categories launching soon!
Celebrating All Bodies
Savage X Fenty leverages the concept of “nude” to be so much more than just a color. Our diverse collections are thoughtfully crafted to match a variety of skin tones across the spectrum. Sizes range from XS–3XL in bras and panties, XS–4X in sleepwear and loungewear and XS–XXXL in activewear collections. Our goal is ensuring all people feel seen, represented and empowered wearing Savage X Fenty.
Store Experience Reimagined
The Savage X Fenty experience goes beyond our products to our experiential retail stores and websites. We blend content, community and commerce to curate a unique destination promoting the freedom to be yourself. Our stores thoughtfully showcase our assortment across an open, intuitively shoppable floor. Various elements like the Lingerie Lounge, Active Zone and Mens Corner make finding your perfect pieces effortless. While subtle music pumps energy into the space, discreet private shopping suites allow for vulnerable moments trying something new. Self-checkout kiosks empower quick purchases so you can spend more time finding items that make you feel like your best self. And our on-site tailors provide custom alterations, so your pieces become uniquely you.
Xtra VIP Membership
As a complement to the in-store experience, signing up for our free Xtra VIP membership unlocks exclusive access online to limited edition collections, monthly discounts, free shipping with no minimums, surprise gifts and so much more. As an Xtra VIP member you can truly experience the brand in full.
Creative Culture
Rihanna’s unmatched influence in music, fashion, beauty, culture and causes catalyzes the brand’s disruptive creative engine. Her fearless ethos fuels our provocative vision challenging status quos. Combined with the talents of our expanding creative teams, product developers and design partners, Savage X Fenty has redefined the marketplace. Not only through the lingerie and apparel itself, but also through our recognition winning marketing campaigns, celebrity collaborations and star-studded fashion experience extravaganzas that highlight what makes Savage X Fenty so unique.
Diverse Representation
Representation matters at Savage X Fenty. Our marketing visuals highlight sexy confidence across models of all shapes, skin tones, sizes, ages and gender identities. We believe attaching imagery solely to clothing sizes perpetuates exclusion. Instead we focus on celebrating individuals and providing customers options to find their personal fit. Our annual fashion show experience brings these philosophies to life in a spectacular, star-studded production showcasing our latest collections on an array of diverse models and performers. It beautifully captures difference as the norm.
Giving Back
Leveraging her significant platform, RihannaStarted the Clara Lionel Foundation (CLF)—named in honor of her grandparents, Clara and Lionel Braithwaite—to support innovative education and emergency response programs around the world. Additionally, Savage X Fenty is a proud partner of several impact-focused organizations prioritizing inclusion and empowerment. These include GAIA, FORCE and Black AIDS Institute. Together with our partners, Savage X Fenty facilitates necessary conversations and movements advancing equity and accessibility for all.
The Future
While Savage X Fenty accomplished so much in only a few years, there remains huge whitespace ahead to realize our vision more fully. Be on the lookout for new collections introducing even bolder styles, expanded sizing, more skin tone offerings, influencer collaborations, bricks-and-mortar locations, new languages on our site and entry into additional regions around the globe. Savage X Fenty has only just begun our work to make ALL people feel celebrated and empowered. We invite you to join us on this journey where being sexy is a feeling, not a look!
