'To be able to connect with our customers in real life was so important to me,' says the singer, whose line markets to diverse body types.
The soon-to-be mom continues to lift expectations of what is considered standard for lingerie lines to be successful. With Savage X Fenty’s marketing featuring men, LGBTQIA+ folks, and disabled individuals, Rihanna’s clothing empire is at the helm of where fashion could be in the future. Crafting loungewear, undergarments, and intimate apparel that is for everyone and certainly can be worn by anyone, is making a global impression.
A single room in the store has wall-to-ceiling motion graphics of Rihanna that are looped, immersing shoppers in her Savage X Fenty world. The store even shares new AI technology that assists customers in finding their perfect fitting lingerie.
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