Savage X Fenty
United States
Savage X Fenty is an American lingerie brand launched by Rihanna in 2018 as a joint venture with TechStyle Fashion Group. Based in El Segundo, California, it combines size inclusive lingerie with a membership based e-commerce model and high profile shows streamed on Amazon Prime Video. Since 2024 it has added department store partners in Europe.
| Founded | 2018 |
|---|---|
| Founder | Rihanna |
| Operator | Lavender Lingerie LLC (joint venture with TechStyle Fashion Group) |
| Headquarters | El Segundo, California |
| Segment | Lingerie and loungewear |
| Website | savagex.com |
What is Savage X Fenty?
Savage X Fenty is a lingerie, sleepwear and loungewear brand founded by Rihanna. It is operated by Lavender Lingerie LLC and began as a joint venture between Rihanna and TechStyle Fashion Group, the company behind subscription retail brands. Its products cover bras, underwear, lingerie sets, sleepwear and loungewear for women and men.
History
The brand launched online in May 2018, followed by a short pop-up in Brooklyn. Its first runway show at New York Fashion Week the same year was later developed into a series of televised shows streamed on Amazon Prime Video, choreographed by Parris Goebel. Abu Dhabi based Multiply Group invested 25 million dollars in 2022.
In June 2023 Rihanna stepped down as chief executive and was succeeded by Hillary Super, a former chief executive of Anthropologie Group, according to FashionUnited. Physical retail began in the United States from 2022.
Products and positioning
Savage X Fenty sits in the mid-market, with an emphasis on size inclusivity and diverse casting. In its Selfridges launch range, bra sizes ran from 32A to 42D and underwear from XS to 4X. Lines include Soft N' Savage, Savage Not Sorry and Romantic Corded Lace.
Business model and distribution
The business started as direct to consumer e-commerce with an optional paid membership programme, Xtra VIP. It has since added:
- Own stores in the United States
- A shop-in-shop at Selfridges in London, its first international physical retail location, opened in 2024
- Distribution in nine Galeries Lafayette stores in France from 2024
- Collaborations such as a 2024 capsule with Diesel
Why it matters
Savage X Fenty helped shift lingerie marketing towards inclusive sizing and diverse representation, and showed how entertainment formats can replace traditional runway shows. Its mix of membership e-commerce and selective wholesale makes it a reference for celebrity founded fashion brands.
Frequently asked questions
Who owns Savage X Fenty?
Savage X Fenty was created as a joint venture between Rihanna and TechStyle Fashion Group and is operated by Lavender Lingerie LLC. Outside investors, including Multiply Group in 2022, have also taken stakes.
Is Rihanna still the CEO of Savage X Fenty?
No. Rihanna stepped down as chief executive in June 2023 and was succeeded by Hillary Super, previously chief executive of Anthropologie Group. Rihanna remains the brand's founder and figurehead.