Savage x Fenty

It depends on how you shop. Founded by Rihanna in 2018, Savage X Fenty earned its reputation on inclusive sizing and trend-led lingerie at an accessible price, and within a month of launching its debut collection had sold out. Shoppers who read reviews item by item and learn which fabrics suit them tend to be happiest; if a bra or set feels right on the size chart, it usually delivers on the playful, body-confident look the brand is known for.

Experiences vary by style, which is worth knowing before you commit. Many pieces are praised as comfortable and supportive with sizing that flatters real bodies, while a few individual styles draw criticism for feeling stiff or thin. Because Savage X Fenty carries a very broad range, the smartest move is to check reviews on the specific bra you want rather than judging the whole line at once.

The brand offers an optional membership program called Xtra VIP, which unlocks member pricing and perks but also carries recurring charges. It became a real point of friction: in 2022 Savage X Fenty settled with California prosecutors for $1.2 million over allegations its VIP program did not clearly disclose automatic charges, and the company has since revised its website and renewal notices. If you shop the brand often the membership can pay off, but read the terms and skip-the-month rules carefully before you opt in.

Rihanna built the brand around diversity in both size and color, and her involvement gave that message enormous reach. Savage X Fenty was named one of Fast Company's ten most innovative style companies of 2020, and by 2021 it was valued at $1 billion with more than 4.5 million social followers. It did not invent inclusive lingerie, but it popularized the idea on a scale few brands had managed before.

The Savage X Fenty Show turned a lingerie launch into a full performance event. The first arrived at New York Fashion Week in 2018, and later volumes streamed on Amazon Prime Video, blending fashion, dance and live music into one spectacle. Every show so far has been choreographed by Parris Goebel, with the explicit aim of inspiring people to be themselves and love their own bodies.

The brand was founded by Barbadian singer Rihanna as a joint venture with TechStyle Fashion Group, launching online on May 11, 2018, alongside a short-lived Brooklyn pop-up. It has since drawn major outside investment: in 2022 Abu Dhabi-based Multiply Group invested US$25 million in the company.

Savage X Fenty began as an online-only label, with all of its pre-launch marketing happening on Rihanna's Instagram. In January 2022 the brand announced its own brick-and-mortar stores, with the first locations planned for Las Vegas, Los Angeles, Houston, Philadelphia and Washington, D.C. Buying through the official website or one of these stores is your safest route to genuine product and accurate sizing.

While it made its name in lingerie, the line extends well past bras and underwear into sleepwear and loungewear. In 2018 the brand even released a sleepwear collection to benefit the Clara Lionel Foundation, the non-profit Rihanna also founded, which gives a sense of how the label likes to tie product launches to causes.

Yes, on a couple of fronts. Beyond the 2022 VIP-membership settlement over undisclosed recurring charges, the brand was the subject of a 2021 complaint alleging child labor in mica mining in Jharkhand, India, an accusation Savage X Fenty has denied. It is worth being aware of both as part of the brand's recent record.

The brand runs a Savage X Ambassadors program of celebrities and influencers, with Normani named as its very first ambassador. Its runway shows have featured a long roster of models including Slick Woods, Joan Smalls, and Gigi and Bella Hadid, all originally made up exclusively with Fenty Beauty products, reinforcing the connection across Rihanna's brands.