Savage X Fenty

Savage X Fenty is a lingerie and lifestyle brand launched by Rihanna in 2018, redefining the lingerie and underwear industry through inclusivity, body positivity, and fearless self-expression. Combining fashion-forward design with mass-market accessibility, Savage X Fenty introduced lingerie and loungewear in an expansive range of sizes, tones, and fits, challenging industry norms and celebrating all body types. The brand’s annual Savage X Fenty runway show—broadcast globally on Amazon Prime Video—reimagined the traditional fashion show format into a dynamic fusion of fashion, music, and performance, showcasing diversity in every form. Backed by major venture funding and valued at nearly $1 billion, Savage X Fenty has evolved beyond lingerie into a broader lifestyle empire, including loungewear, menswear, and activewear, while maintaining Rihanna’s vision of inclusivity and empowerment.