Rihanna's Savage X Fenty: Revolutionizing Lingerie


Aug. 23 2023, Updated 12:11 a.m. ET

Rihanna's Savage X Fenty has seen significant success since its launch in 2018. What makes it different from its competitors is its value of inclusion, fearlessness, and confidence. The company has also created a partnership program, where they work with brand ambassadors of different sizes, shapes, and nationalities to help push the brand's message of inclusivity.

Inclusive Lingerie Sizes and Styles

Savage X Fenty doesn't rely on the "One Size Fits Most" approach to doing business for a good reason. Understand that the United States undergarment sizes range between 16 to 18, and about two-thirds of women in America categorize themselves as special sizes (tall, petite, and plus ). Savage Fenty understands the dynamics in the undergarment industry, which is why it has stocked bra sizes from 32A to 44DD and underwear from XS to XXXL.

In addition to the inclusive range of sizes, Fenty X Savage collection features over 90 styles that range from sleepwear to lingerie and capsule collections in the main line. A notable style in the collection is On the Reg, which includes bra varieties in different shades of nude, among other everyday essentials.

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Shoppers also have access to the U Cute collection which consists of bra varieties with straps and the Damn line that's sexier and features bodysuits, garter belt sets, and rompers. For those looking for a bad girl vibe, the brand stocks the Black Widow collection, which features open-back bikini bottoms and cupless bodysuits.

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Better Pricing for the Lingerie Items

As a celebrity brand, it's easier to assume that you may have to pay a premium price. Rihanna is demystifying this stereotypical myth by offering competitive prices for her undergarments. The price of her bras ranges from $29 to $59, with rompers, jumpsuits and corsets retailing between $69 and $99. Underwear and T-shirt bras have a slightly lower price tag of between $14 and $29.

Additionally, Savage X Fenty offers a membership program where shoppers pay a subscription fee of $50 per year. As a subscriber, you can shop for limited-edition items, get early access to products, and receive two-way shipping.

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Inclusion of All Shades of Nude

In the past, undergarment brands have been criticized for categorizing light beige, black, or tan as "nude shades." Savage X Fenty is changing that by including a collection of lingerie and underwear that matches different skin tones. The reason for creating undergarments of different shades was designed to help people of different backgrounds find lingerie and bras that complement their individuality.

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Rihanna notes that the inspiration for diverse shades came about after failing to get the ideal underwear shade for the 2014 CFDA Fashion Awards. Soon after the release of her nude line of undergarments, it was praised for promoting an inclusive approach to fashion.

Promoting Inclusivity in the Fashion Industry

Rihanna came into the spotlight after she founded Fenty Beauty, which launched over 40 shades of foundation to match different skin colors. She's now disrupting the lingerie industry through her inclusive approach to business.

This is evident in the way she has ensured that the prices of her products are competitive. Shoppers also have a wide variety of undergarment collections to choose from which include different colors to match diverse skin tones.

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