Savage X Fenty Explained

Savage X Fenty
Industry:Lingerie
Founded:May 11, 2018
Founder:Rihanna
Hq Location:El Segundo, California
Parent:Lavender Lingerie, LLC
Key People:
Website:savagex.com

Savage X Fenty is a lingerie brand founded by Barbadian singer Rihanna. Along with lingerie, the line features bras, underwear, sleepwear, and loungewear.[4] The brand features an optional membership program called Xtra VIP.

History

Savage X Fenty is a joint venture between Rihanna and TechStyle Fashion Group.[5] Starting as an online-only brand, the entire pre-launch marketing occurred on Rihanna’s Instagram account.[6] The website launched on May 11, 2018, along with a pop-up shop in Brooklyn, New York, which was open the first two days the brand launched.[7] Within a month of launching, the debut collection sold out.[8]

In 2018, the company launched a sleepwear collection to benefit the Clara Lionel Foundation, a non-profit also founded by Rihanna.[9]

Savage X Fenty was named one of Fast Company’s “10 most innovative style companies of 2020” and as of 2021, the brand is valued at $1 billion[10] and has over 4.5 million followers across social media platforms.

In January 2022, Rihanna announced that Savage X Fenty would open its own brick-and-mortar stores in 2022. The first five locations planned are Las Vegas, Los Angeles, Houston, Philadelphia, and Washington, D.C.[11]

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. [12]

Models and collaborations

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.[13] Other ambassadors include Gigi Hadid, Bella Hadid, Rose Montoya, Kehlani, Rico Nasty, Gia Woods, Jackie Aina, Tamera McLaughlin, and Kash Doll. Many of these ambassadors have been included in the brand’s fashion shows.[14] [15]

Fashion shows

Savage X Fenty’s first fashion show was at the 2018 New York Fashion Week with a live performance on the runway.[16] Models, including Slick Woods, Indira Scott, Joan Smalls, Raisa Flowers, Bella Hadid, Gigi Hadid, and dancers were present at the show.[17] They were all made up exclusively with Fenty Beauty products.[18]

The brand’s second show was part of New York Fashion Week 2019 and doubled as a documentary called Savage X Fenty Show Vol. 1, which aired on Amazon Prime Video on September 20.[19] The documentary shows the behind-the-scenes creative process of the new line, along with the performances on the runway.[20] This fashion show featured musical performances from Rihanna, Big Sean, Migos, Halsey, DJ Khaled, A$AP Ferg, and more, and the runway consisted of models including Gigi and Bella Hadid, Cara Delevigne, Joan Smalls, and Slick Woods, and artists like 21 Savage and Normani.

Savage X Fenty Show Vol. 2 aired on October 2, 2020, and goes into the challenges of producing a show during a pandemic. Performers include Miguel, Rosalía, Bad Bunny, Mustard, Roddy Ricch, Ella Mai, and Travis Scott. Rihanna brought back many of the same models as previous years, but also included Lizzo, Chika, Paris Hilton, Willow Smith, and Rico Nasty on the runway.[21] The show featured black breast cancer survivors as part of Breast Cancer Awareness Month and to benefit Clara Lionel Foundation.[22]

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 include Bia, Jazmine Sullivan, Ricky Martin, Erykah Badu, Nyjah Huston, Normani, Nas, Daddy Yankee, and more.

Every fashion show so far has been choreographed by Parris Goebel. The choreography is intended to inspire people to be themselves and love themselves for who they are.[23]

Impact on lingerie industry

According to Rihanna, she created Savage X Fenty with the goal of diversity in regards to size and color.[24] [25] According to the international B2B fashion platform FashionUnited, despite the brand not being the first to promote and call for more diversity in size and color, Rihanna's involvement helped give publicity to the brand itself, which popularized the idea of inclusivity.

Controversies

The brand faced controversies relating to its membership program, in which a consumer protection was filed and settled for $1.2 Million for deceptive 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 optional VIP 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.[26]

Investments

In 2022, Multiply Group PJSC, an Abu Dhabi based technology investment holding company, invested US$25 million in Savage X Fenty.[27] [28] [29]

See also

References

  1. Web site: Super switch: Rihanna appoints new Savage X Fenty CEO . June 22, 2023 .
  2. Web site: Robyn Renty - WBC Women CEO Report. Music and fashion icon Robyn Rihanna Fenty is CEO and Creative Director of Savage x Fenty.. 19 August 2022. December 7, 2021. https://web.archive.org/web/20211207110900/https://www.wbcollaborative.org/women_leaders_ceo/robyn-fenty/. live.
  3. Web site: Get to know visual artist Phillipa Price, Savage x Fenty's new creative director. The Fader. Halabian. Layla. 19 July 2018. 19 August 2022. August 19, 2022. https://web.archive.org/web/20220819193452/https://www.thefader.com/2018/07/19/phillipa-price-savage-x-fenty-creative-director-rihanna. live.
  4. Web site: SAVAGE X FENTY Lingerie by Rihanna. 2021-08-16. www.savagex.com. August 16, 2021. https://web.archive.org/web/20210816191003/https://www.savagex.com/featured/aboutus?nav=about-main. live.
  5. Web site: Savage X Fenty. 2021-08-16. TechStyle Fashion Group. en-US. February 6, 2021. https://web.archive.org/web/20210206171117/https://techstylefashiongroup.com/brand/savage-x-fenty/. live.
  6. Web site: Launch of Savage X Fenty – Lingerie by Rihanna - The Shorty Awards. 2021-08-16. shortyawards.com. August 16, 2021. https://web.archive.org/web/20210816191011/https://shortyawards.com/11th/launch-of-savage-x-fenty-lingerie-by-rihanna. live.
  7. Web site: Elven . Marjorie van . 2019-05-06 . Savage x Fenty, one year later: what's Rihanna's impact on the lingerie market? . 2021-08-16 . FashionUnited . en . August 16, 2021 . https://web.archive.org/web/20210816191002/https://fashionunited.uk/news/business/savage-x-fenty-one-year-later-what-s-rihanna-s-impact-on-the-lingerie-market/2019050643017 . live .
  8. Web site: Matera . Avery . 2018-04-24 . Rihanna's Savage X Fenty Lingerie Has Completely Sold Out . 2022-08-19 . Teen Vogue . en-US . February 9, 2023 . https://web.archive.org/web/20230209045156/https://www.teenvogue.com/story/rihanna-savage-x-fenty-lingerie-collection-first-look . live .
  9. Web site: WW. FashionNetwork com. Savage x Fenty launches exclusive sleepwear collection to benefit the Clara Lionel Foundation. 2021-08-16. FashionNetwork.com. en-WW. August 16, 2021. https://web.archive.org/web/20210816192504/https://ww.fashionnetwork.com/news/Savage-x-fenty-launches-exclusive-sleepwear-collection-to-benefit-the-clara-lionel-foundation,1016678.html. live.
  10. Web site: Hale. Kori. Rihanna's Savage X Fenty Reaches $1 Billion Valuation In Lingerie Equity. 2021-08-16. Forbes. en. May 7, 2021. https://web.archive.org/web/20210507082818/https://www.forbes.com/sites/korihale/2021/02/16/rihannas-savage-x-fenty-reaches-1-billion-valuation-in-lingerie-equity/. live.
  11. Mamo. Heran. Rihanna's Savage x Fenty Lingerie Brand Will Open Retail Stores in 2022. January 7, 2022. January 8, 2022. Billboard. January 8, 2022. https://web.archive.org/web/20220108004737/https://www.billboard.com/culture/lifestyle/rihanna-savage-x-fenty-opening-retail-stores-2022-1235016668/. live.
  12. Web site: 2022-11-28. Lingerie company settles $1.2 million consumer protection lawsuit. 2024-09-23. County of Santa Clara. en-US.
  13. Web site: Mercuri . Monica . Normani Becomes Savage X Fenty's First-Ever Brand Ambassador . 2022-11-03 . Forbes . en . November 3, 2022 . https://web.archive.org/web/20221103193837/https://www.forbes.com/sites/monicamercuri/2019/11/22/normani-becomes-savage-x-fentys-first-ever-brand-ambassador/ . live .
  14. Web site: Savage X Brand Ambassadors - #SavageXAmbassadors Savage X Fenty. 2021-08-16. www.savagex.com. August 16, 2021. https://web.archive.org/web/20210816191005/https://www.savagex.com/savage-x-ambassadors?nav=savage-x-ambassadors-secondary. live.
  15. Web site: 2021-02-27. Savage x Fenty Hires First Little Person Ambassador. 2021-08-16. PAPER. en. August 16, 2021. https://web.archive.org/web/20210816191021/https://www.papermag.com/savage-x-fenty-tamera-mclaughlin-2650818563.html?rebelltitem=3#rebelltitem3?rebelltitem=3. live.
  16. Web site: Spellings. Sarah. 2018-09-13. Rihanna Came for Victoria's Secret with a Size-Inclusive Lingerie Show. 2021-08-16. The Cut. en-us. August 16, 2021. https://web.archive.org/web/20210816191002/https://www.thecut.com/2018/09/see-inside-rihannas-savage-x-fenty-runway-show.html. live.
  17. Web site: 2021-01-16. Rihanna Releases the Savage X Fenty Fall 2018 Collection at NYFW. 2021-08-16. www.lofficielusa.com. en-US. August 16, 2021. https://web.archive.org/web/20210816191020/https://www.lofficielusa.com/fashion-week/rihanna-savage-x-fenty-fall-2018. live.
  18. Web site: 2018-09-13. The Models at Savage X Fenty Looked Like IRL Disco Balls. 2021-08-16. Teen Vogue. en-US. August 16, 2021. https://web.archive.org/web/20210816191021/https://www.teenvogue.com/story/models-in-rihannas-savage-x-fenty-new-york-fashion-week-2018-show-wore-fenty-beauty-makeup. live.
  19. Fisher. Lauren Alexis. 2019-09-11. So, What Went Down at Rihanna's Top Secret Savage x Fenty Show Last Night?. 2021-08-16. Harper's BAZAAR. en-US. August 16, 2021. https://web.archive.org/web/20210816191001/https://www.harpersbazaar.com/fashion/fashion-week/a28990062/rihanna-savage-fenty-show-2019/. live.
  20. Web site: Watch Savage X Fenty Show Vol. 1 Prime Video. 2021-08-16. www.amazon.com. August 16, 2021. https://web.archive.org/web/20210816191001/https://www.amazon.com/Savage-Fenty-Show-Season-101/dp/B086HVP48R. live.
  21. Betancourt. Bianca. 2020-09-30. Rihanna Made the Savage x Fenty Runway Show as "Visually Enthusiastic as Possible" amid the Pandemic. 2021-08-16. Harper's BAZAAR. en-US. September 18, 2021. https://web.archive.org/web/20210918200034/https://www.harpersbazaar.com/fashion/fashion-week/a34058078/watch-rihanna-savage-fenty-show-2020/. live.
  22. Web site: Jacqui Palumbo. Rihanna's latest Savage X Fenty campaign stars Black breast cancer survivors. 2020-10-22. CNN. October 21, 2020 . en. October 22, 2020. https://web.archive.org/web/20201022081737/https://www.cnn.com/style/article/savage-x-fenty-breast-cancer-awareness-campaign/index.html. live.
  23. Web site: 2020-11-19. Parris Goebel is so much more than just a choreographer. 2021-08-16. Dazed. en. April 3, 2023. https://web.archive.org/web/20230403231903/https://www.dazeddigital.com/beauty/article/51142/1/parris-goebel-choreographer-rihanna-savage-fenty-dance-movement-interview. live.
  24. Web site: The Inclusivity Of Savage X Fenty's Fashion Show Was A Game Changer . 2022-08-19 . Essence . November 4, 2020 . en-US . December 4, 2022 . https://web.archive.org/web/20221204145406/https://www.essence.com/fashion/savage-x-fenty-show-op-ed/ . live .
  25. Web site: October 2, 2020 . In Rihanna's World, Plus-Size People Aren't Just Welcomed. They're Worshipped . 2022-08-19 . Glamour . en-US . February 21, 2023 . https://web.archive.org/web/20230221214855/https://www.glamour.com/story/rihanna-savage-fenty-2020-show-plus-size . live .
  26. Web site: Kellie . Ell . November 29, 2022 . Rihanna's Savage x Fenty Brand Settles Consumer Protection Lawsuit for $1.2 Million . April 3, 2023 . March 15, 2023 . https://web.archive.org/web/20230315045749/https://wwd.com/business-news/legal/rihannas-savage-x-fenty-1-2-million-lawsuit-1235431718/ . live .
  27. Web site: Abu Dhabi's Multiply Group invests $25m in Rihanna's fashion brand . 27 January 2022 . April 3, 2023 . May 29, 2022 . https://web.archive.org/web/20220529074729/https://www.thenationalnews.com/business/money/2022/01/27/abu-dhabis-multiply-group-invests-25m-in-rihannas-fashion-brand/ . live .
  28. Web site: Multiply Group invests Dh92m in Rihanna's Savage X Fenty . April 3, 2023 . October 18, 2022 . https://web.archive.org/web/20221018182250/https://www.khaleejtimes.com/business/multiply-group-invests-dh92m-in-rihannas-savage-x-fenty . live .
  29. News: 27 January 2022 . Abu Dhabi's Multiply Group invests in Rihanna's fashion venture Savage X Fenty . Arabian Business . April 3, 2023 . February 11, 2023 . https://web.archive.org/web/20230211225425/https://www.arabianbusiness.com/industries/retail/abu-dhabis-multiply-group-invests-in-rihannas-fashion-venture-savage-x-fenty . live .

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