This article contains content that is written like an advertisement .(August 2022) |
Industry | Lingerie |
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Founded | May 11, 2018 |
Founder | Rihanna |
Headquarters | El Segundo, California |
Key people |
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Products | |
Parent | Lavender Lingerie, LLC |
Website | savagex.com |
Savage X Fenty is a lingerie brand founded by Barbadian singer Rihanna. Along with lingerie, the line features bras, underwear, sleepwear, and loungewear. [4] The brand features an optional membership program called Xtra VIP.
Savage X Fenty is a joint venture between Rihanna and TechStyle Fashion Group. [5] Starting as an online-only brand, the entire pre-launch marketing occurred on Rihanna’s Instagram account. [6] The website launched on May 11, 2018, along with a pop-up shop in Brooklyn, New York, which was open the first two days the brand launched. [7] Within a month of launching, the debut collection sold out. [8]
In 2018, the company launched a sleepwear collection to benefit the Clara Lionel Foundation, a non-profit also founded by Rihanna. [9]
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 $1 billion [10] and has over 4.5 million followers across social media platforms. [5]
In January 2022, Rihanna announced that Savage X Fenty would open its own brick-and-mortar stores in 2022. The first five locations planned are Las Vegas, Los Angeles, Houston, Philadelphia, and Washington, D.C. [11]
The company has a Savage X Ambassadors program consisting of celebrities, influencers, and micro-influencers. They all promote Savage X Fenty products on their social media platforms. Normani was named as the brand's first ambassador. [12] Other ambassadors include Gigi Hadid, Bella Hadid, Rose Montoya, Kehlani, Rico Nasty, Gia Woods, Jackie Aina, Tamera McLaughlin, and Kash Doll. Many of these ambassadors have been included in the brand’s fashion shows. [13] [14]
Savage X Fenty’s first fashion show was at the 2018 New York Fashion Week with a live performance on the runway. [15] Models, including Slick Woods, Indira Scott, Joan Smalls, Raisa Flowers, Bella Hadid, Gigi Hadid, and dancers were present at the show. [16] They were all made up exclusively with Fenty Beauty products. [17]
The brand’s second show was part of New York Fashion Week 2019 and doubled as a documentary called Savage X Fenty Show Vol. 1, which aired on Amazon Prime Video on September 20. [18] The documentary shows the behind-the-scenes creative process of the new line, along with the performances on the runway. [19] This fashion show featured musical performances from Rihanna, Big Sean, Migos, Halsey, DJ Khaled, A$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. [18]
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 Ricch, 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. [20] The show featured black breast cancer survivors as part of Breast Cancer Awareness Month and to benefit Clara Lionel Foundation. [21]
Savage X Fenty Show Vol. 3 aired on September 24, 2021, and shows an immersive fashion experience that combines fashion, dance and music with notable architecture and extravagant performances. It combines the arts and portrays their pieces inclusively through this experience. Some of the performers featured in the show include Bia, Jazmine Sullivan, Ricky Martin, Erykah Badu, Nyjah Huston, Normani, Nas, Daddy Yankee, and more.
Every fashion show so far has been choreographed by Parris Goebel. The choreography is intended to inspire people to be themselves and love themselves for who they are. [22]
According to Rihanna, she created Savage X Fenty with the goal of diversity in regards to size and color. [23] [24] According to the international B2B fashion platform FashionUnited, despite the brand not being the first to promote and call for more diversity in size and color, Rihanna's involvement helped give publicity to the brand itself, which popularized the idea of inclusivity. [7]
The brand faced controversies relating to its membership program, in which a consumer protection was filed and settled for $1.2 Million for deceptive marketing. Some of the claims include a complaint about the advertisement of the prices (the real prices were hidden, and the shown prices were only accessible after subscribing to the optional VIP membership). Additionally, consumers felt misled by the subscription system, and they claimed that the company did not inform its customers of the recurring fees, nor did it allow them to consent to the automatic renewal of the membership. [25]
In 2022, Multiply Group PJSC, an Abu Dhabi based technology investment holding company, invested US$25 million in Savage X Fenty. [26] [27] [28]
Devon Edwenna Aoki is an American model and actress. Aoki's film roles include 2 Fast 2 Furious (2003), Sin City (2005), DOA: Dead or Alive (2006) and Mutant Chronicles (2008).
Robyn Rihanna Fenty is a Barbadian singer, songwriter, businesswoman, and actress. She is widely regarded as one of the most prominent singers of the 21st century. After signing with Def Jam in 2005, Rihanna soon gained recognition with the release of her first two studio albums, Music of the Sun (2005) and A Girl Like Me (2006), both of which were influenced by Caribbean music and peaked within the top ten on the US Billboard 200 chart. Her third album, Good Girl Gone Bad (2007), incorporated elements of dance-pop and established her status as a major icon in the music industry. The chart-topping single "Umbrella" earned Rihanna her first Grammy Award and catapulted her to global stardom.
Pink is a lingerie and apparel line by Victoria's Secret, a former subsidiary of L Brands, targeting younger women than their main line. The target demographic skews younger from teenage girls (13-18) to young adult women through their mid-twenties (18-25). PINK had a regular segment featuring their products in the Victoria's Secret Fashion Show, held through 2018. Sales at the company were initially swift, reaching $1 billion in 2010. Reports of decline due to shifting consumer preferences appeared in 2018.
Elyse Taylor is an Australian model. She is a brand ambassador for makeup and skincare brand Nude by Nature and has walked in the Victoria's Secret Fashion Show.
TechStyle Fashion Group, formerly JustFab Inc., is an online, membership fashion retailer that has a portfolio of five direct-to-consumer brands including JustFab, FabKids, ShoeDazzle, Savage X Fenty, and Fabletics. Its brands carries selections of shoes, handbags, jewelry, lingerie, activewear, and denim. It offers a personalized shopping experience based on members' indicated fashion preferences. As of 2019 the company has over 5 million paying VIP members, earning revenues of $800 million.
Normani Kordei Hamilton, known mononymously as Normani, is an American singer. She rose to fame as a member of the American girl group Fifth Harmony, which became one of the best-selling girl groups of all time. While in Fifth Harmony, she competed in Dancing with the Stars (2017). She also released her debut solo single "Love Lies" (2018), a duet with Khalid. The song was certified 5× platinum by the Recording Industry Association of America (RIAA), and is also tied as the longest charting song by a female artist on the Mainstream Top 40 chart.
Jelena Noura "Gigi" Hadid is an American model and television personality. In November 2014, she made her debut in the Top 50 Models ranking at Models.com. In 2016, she was named International Model of the Year by the British Fashion Council. Throughout her whole career, Hadid has made 45 appearances in international Vogue. Models.com ranks Hadid as one of the "New Supers". Since 2017, Hadid has been one of the highest paid models in the world earning $20 million.
Scott Weintrob is a film and commercials director based in Los Angeles, California. He is the founder of Large Eyes a creative studio with recent clients Rihanna, Offset, Cardi B, and Lil Yachty.
Isabella Khairiah Hadid is an American model. Throughout her career, she has made 29 appearances on international Vogue covers. In 2022, she was named Model of the Year by the British Fashion Council. Time magazine named her one of the 100 most influential people in the world on its annual list in 2023.
Parris Renee Goebel, also known mononymously as Parris, is a New Zealand dancer and choreographer. She is the founder and main choreographer of the Palace Dance Studio, which has produced dance crews such as ReQuest, Sorority, Bubblegum, and the Royal Family. The latter has won the World Hip Hop Dance Championship three times in a row, becoming the first dance crew in history to achieve it.
Leiomy Maldonado, known as the "Wonder Woman of Vogue", is a transgender Afro-Puerto Rican dancer, instructor, model, activist, and ballroom dancer. She is the founder of the House of Amazon and best known for her voguing. Maldonado introduced a new style of voguing which is more athletic and dramatic when she entered into the scene in early 2000s New York.
Simone Thompson, better known as Slick Woods, is an American fashion model, known for her bald head, gapped teeth, and tattoos. Woods is a part of the "Social Media Modeling" or "Instagirl" movement as she has followers in the six-figure range.
Leomie Jasmin Francis Anderson is a British fashion model, television presenter, and activist. She has walked in four consecutive Victoria's Secret Fashion Shows from 2015 to 2018, and became a Victoria's Secret Angel in 2019. Anderson was included in a 2020 Forbes '30 Under 30' list for the art & culture category.
Fenty Beauty is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became high-demand upon first release. The original foundation launch included 40 shades, and has since expanded to 50. The inclusion of Fenty Beauty concealer includes 50 shades, offering a wide variety for all skin types.
Fenty was a fashion brand of ready-to-wear founded by Rihanna under the luxury fashion group LVMH. Fenty was launched in May 2019. The fashion label made Rihanna the first woman and also the first person of colour to head a luxury brand for the LVMH group. Fenty was closed in 2021.
Nazanin Aliza Mandighomi , known professionally as Nazanin Mandi, is an American actress, singer, model, and life coach.
Savage X Fenty Show is an annual American television special about the fashion show for Rihanna's lingerie brand Savage X Fenty, also featuring music performances. The first, non-televised event took place in Brooklyn during New York Fashion Week in 2018. The first television special premiered on September 20, 2019, Vol. 2 premiered on October 2, 2020, Vol. 3 premiered on September 24, 2021, and Vol. 4 premiered on November 9, 2022, all on Amazon Prime Video. Rihanna is the executive producer and creative director of Savage X Fenty Show.
Amina Muaddi is a Jordanian-Romanian fashion designer.
"Wild Side" is a song by American singer Normani, featuring American rapper Cardi B. It was released through Keep Cool and RCA Records on July 16, 2021, as the lead single from Normani's upcoming debut solo album. The song marks her first radio single since 2019's "Motivation". It was written by the two artists alongside Keynon Moore, Pardison Fontaine, Starrah, Dave Cappa, Jonah Christian, June Nawakii, Taylor Ross, and Tyler Rohn, and was produced by the latter six and Normani.
Hillary Super is an American business executive. She is the incoming chief executive officer of Savage X Fenty. She was the global chief executive officer of Anthropologie from 2019 to 2021.
Music and fashion icon Robyn Rihanna Fenty is CEO and Creative Director of Savage x Fenty.