Savage x Fenty, Rihanna’s new lingerie line, will feature sizes extra-small to 3X on the heels of her successful Fenty Beauty
Rihanna is in tune with women of all shapes and sizes.
The singer and entrepreneur announced she’s launching a lingerie line called Savage x Fenty, embracing inclusivity by offering women sizes from extra-small to 3X.
RiRi celebrated the May 11 launch early with a video ad featuring plus-size model Audrey Ritchie in the campaign clad in a pale pink bra and underwear set. In it, Ritchie references her “really giant” chest.
“They were double-Ds by the time I was in the eighth grade,” Ritchie says in the clip, where she talks about growing confident in her own skin.
“I think I feel most sexy in the morning: rolls, stretch marks, cellulite,” she said. “Whichever gender you choose to have sex with, you should be proud and find yourself sexually.”
Rihanna also offered peeks of her lingerie styles in earlier campaign posts, such as previewing a pink lace bodysuit.
The inclusive new line will feature bra sizes ranging from 32A to a 44DD, while underwear sizes come in extra-small to a 3X. With the average woman being a size 16 to 18, there’s certainly demand: The plus-size women’s clothing industry is valued at $17 billion, according to NDP Group. More recently, fashion brands like Reformation, Target and Reese Witherspoon’s Draper and James clothing line broke into the market by introducing their own plus-size designs.
The “Work” singer-turned-businesswoman has recently pivoted to lingerie on the heels of her highly successful Fenty makeup launch in September, which features a range of foundation in 40 shades, making it seamless for women of all races to find a color that matches their skin tone. The brand received praise from the likes of Shonda Rhimes, Viola Davis and hijabi model Halima Aden.
“The thing about Fenty, which I own, is that I can get a base makeup that is exactly my skin tone,” Davis told Refinery29 of Rihanna’s foundation.
The sales reflect her customers’ support. Fenty Beauty fans spend an average of $471 per year in the makeup category, compared to KKW shoppers — Kim Kardashian’s new beauty line — who spend $278; Kylie Cosmetics shoppers who spend $181; and shoppers of Kat Von D who spend $371, according to research from Slice Intelligence as reported by WWD.
Fans have already been showing an outpouring of support on social media, singing RiRi’s praises for incorporating plus-sizes into the line. So it’s safe to say Rihanna could be hitting a high note by folding messages of body positivity into her new fashion brand.
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