Rihanna has unveiled a new holiday campaign for her lingerie brand, Savage X Fenty, starring as the face of the collection. According to the lifestyle project WAVE (RBC-Ukraine), ahead of the Christmas season, the star presented the Fleur Fantasy collection, focused on intricate lace and seductive looks. In the new shoot, the singer showcases lingerie with floral lace patterns, blending romantic aesthetics with the brand's signature boldness.
Fleur Fantasy Collection: Lace and Silhouettes
The new line offers sets featuring decorative details, delicate straps, and silhouettes that accentuate the figure. The holiday campaign is built around the themes of gifting and seduction: Savage X Fenty jokes that the new lingerie will be a desired item on your holiday shopping list, even if it won't keep you warm in cold weather. Thus, the brand positions the collection primarily as an emotional and visual highlight of the festive season.
Brand Ideology: Inclusivity and Body Positivity
Savage X Fenty is an American lingerie brand founded by Rihanna in 2018. It was created as an alternative to traditional perceptions of the lingerie industry, with an emphasis on inclusivity, body positivity, and diversity in women's appearance. The brand offers styles for various body types and skin tones, and its advertising campaigns feature women of different sizes and ages.
Assortment and Bold Design
The Savage X Fenty assortment covers lingerie, corsets, bodysuits, pajamas, loungewear, and activewear, as well as men's collections. The brand is known for its bold design, vibrant colors, lace, and decorative details, which have become its recognizable visual signature and distinguish it from more conservative market players.
From Lingerie to Spectacular Shows
The brand gained particular popularity through its large-scale fashion shows, which first took place in 2019. Instead of traditional runway walks, Rihanna created full-fledged spectacular productions with musical performances, choreography, and appearances by famous models and celebrities. This format transformed Savage X Fenty releases into major media events and established the brand as a space where fashion, music, and show business intersect.
