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| Industry | Lingerie |
|---|---|
| Founded | May 11, 2018 |
| Founders | Rihanna,Adam Goldenberg |
| Headquarters | El Segundo,California |
Key people |
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| Products | |
| Parent | Lavender Lingerie, LLC |
| Website | savagex.com |
Savage X Fenty is alingeriebrand founded by Barbadian singerRihanna. Along with lingerie, the line featuresbras,underwear,sleepwear, andloungewear.[3] The brand features an optional membership program called Xtra VIP.
Savage X Fenty is ajoint venture between Rihanna andTechStyle Fashion Group.[4] Starting as an online-only brand, the entire pre-launch marketing occurred on Rihanna’sInstagram account.[5] The website launched on May 11, 2018, along with apop-up shop inBrooklyn, New York, which was open the first two days the brand launched.[6] Within a month of launching, the debut collection sold out.[7]
In 2018, the company launched a sleepwear collection to benefit theClara Lionel Foundation, a non-profit also founded by Rihanna.[8]
Savage X Fenty was named one ofFast Company’s “10 most innovative style companies of 2020” and as of 2021, the brand is valued at $1 billion[9] and has over 4.5 million followers across social media platforms.[4]
In January 2022, Rihanna announced that Savage X Fenty would open its ownbrick-and-mortar stores in 2022. The first five locations planned areLas Vegas,Los Angeles,Houston,Philadelphia, andWashington, D.C.[10]
In 2022, Savage X Fenty faced legal challenges over allegations of misleading business practices related to its paid VIP membership program. The brand, operated by Lavender Lingerie LLC, was accused of not clearly disclosing automatic charges associated with the VIP memberships, improperly obtaining customer consent for recurring payments, and falsely advertising the use of store credit. A lawsuit, filed by several California district attorneys' offices and the Santa Monica City Attorney, resulted in a $1.2 million settlement. Savage X Fenty agreed to pay $1 million in civil penalties, $150,000 in restitution, and $50,000 in investigative costs. The restitution was allocated to former and current California VIP members who were charged without clear consent. The company has since cooperated with authorities and implemented changes to its website, advertising practices, and automatic renewal notices.[11]
The company has a Savage X Ambassadors program consisting of celebrities, influencers, and micro-influencers. They all promote Savage X Fenty products on their social media platforms.Normani was named as the brand's first ambassador.[12] Other ambassadors includeGigi Hadid,Bella Hadid,Rose Montoya,Kehlani,Rico Nasty,Gia Woods,Jackie Aina,Tamera McLaughlin, andKash Doll. Many of these ambassadors have been included in the brand’s fashion shows.[13][14]
Savage X Fenty’s first fashion show was at the 2018New York Fashion Week with a live performance on the runway.[15] Models, includingSlick Woods,Indira Scott,Joan Smalls, Raisa Flowers,Bella Hadid,Gigi Hadid, and dancers were present at the show.[16] They were all made up exclusively withFenty Beauty products.[17]
The brand’s second show was part ofNew York Fashion Week 2019 and doubled as a documentary calledSavage X Fenty Show Vol. 1, which aired onAmazon Prime Video on September 20.[18] The documentary shows the behind-the-scenes creative process of the new line, along with the performances on the runway.[19] This fashion show featured musical performances fromRihanna,Big Sean,Migos,Halsey,DJ Khaled,A$AP Ferg, and more, and the runway consisted of models includingGigi andBella Hadid,Cara Delevigne,Joan Smalls, andSlick Woods, and artists like21 Savage andNormani.[18]
Savage X Fenty Show Vol. 2 aired on October 2, 2020, and goes into the challenges of producing a show during a pandemic. Performers includeMiguel,Rosalía,Bad Bunny,Mustard,Roddy Ricch,Ella Mai, andTravis Scott. Rihanna brought back many of the same models as previous years, but also includedLizzo,Chika,Paris Hilton,Willow Smith, andRico Nasty on the runway.[20] The show featured black breast cancer survivors as part ofBreast Cancer Awareness Month and to benefitClara Lionel Foundation.[21]
Savage X Fenty Show Vol. 3 aired on September 24, 2021, and shows an immersive fashion experience that combines fashion, dance and music with notable architecture and extravagant performances. It combines the arts and portrays their pieces inclusively through this experience. Some of the performers featured in the show includeBia,Jazmine Sullivan,Ricky Martin,Erykah Badu,Nyjah Huston,Normani,Nas,Daddy Yankee, and more.
Every fashion show so far has been choreographed byParris Goebel. The choreography is intended to inspire people to be themselves and love themselves for who they are.[22]
According to Rihanna, she created Savage X Fenty with the goal of diversity in regards to size and color.[23][24] According to the international B2B fashion platformFashionUnited, despite the brand not being the first to promote and call for morediversity in size and color, Rihanna's involvement helped give publicity to the brand itself, which popularized the idea of inclusivity.[6]
In 2021, aLegal Rights Observatory activist filed a complaint against Savage X Fenty, alleging the brand was usingchild labor to extractblood mica from mines inJharkhand,India.[25] Savage X Fenty has denied these accusations.[26]
The brand faced controversies relating to its membership program, in which aconsumer protection was filed and settled for $1.2 Million fordeceptive marketing. Some of the claims include a complaint about the advertisement of the prices (the real prices were hidden, and the shown prices were only accessible after subscribing to the optionalVIP membership). Additionally, consumers felt misled by the subscription system, and they claimed that the company did not inform its customers of the recurring fees, nor did it allow them to consent to the automatic renewal of the membership.[27]
In 2022, Multiply Group PJSC, anAbu Dhabi based technology investment holding company, investedUS$25 million in Savage X Fenty.[28][29][30]
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