Rihanna launches global lingerie brand, Savage X Fenty at Villain on May 10, 2018 in New York City.
Last week was a big week for Rihanna in the fashion world. Not only did she co-host the Met Gala — an event she’s practically dominated with iconic looks for nearly a decade — she also launched her lingerie line, Savage x Fenty, on Friday.
The collection is just the latest addition to the pop star’s growing business empire, which already includes her Fenty Beauty cosmetics line and her Fenty Puma collection, among other ventures. And while she’s hardly the first celebrity to launch her own lingerie line — Kim Kardashian announced her own earlier this month — when Rihanna unveiled Savage x Fenty, it was clear this was no vanity project.
According to Destiney Bleu — the founder of D.Bleu.Dazzled, an online boutique that bedazzles intimate apparel worn by the likes of Beyoncé, Lady Gaga, and Rihanna — lingerie “is a niche market” where designers need “knowledge of the demographic [they’re] trying to reach.” Figuring out that clientele also means considering various body types, shapes, and sizes for separate garments — and experts tell Billboard that Savage x Fenty matters thanks to its inclusivity and affordable prices.