The multi-million dollar brand CEO and business mogul, Rihanna Robyn Fenty, is adding another tag to her successful brand, Savage X Fenty. Rihanna’s Savage X Fenty celebrates fearlessness, confidence, and inclusivity. The lingerie brand is designed for all genders, sizes, and backgrounds. Along with lingerie, the line features bras, underwear, sleepwear, and loungewear, and now it will have sportswear as a new addition.
Just days after Rihanna’s NFL Super Bowl announcement, the new mother of one has yet again posted another buzzworthy announcement. Rih posted a short clip on both her Instagram account and that of Savage X Fenty. The video was captioned “Power X Play” with the hashtag #SavageFentySport and features a few fitness models doing different fitness moves, as well as a pregnant model. The brand also posted an image alongside the same video on its Twitter platform with the caption “Power Moves Only.”
“We wanted to push the boundaries with how we define sport and sportswear, and there is no one I’d rather do that with than Adam. We think of sport as how you move through your life. I want people to feel sexy, carefree, and powerful when they put these pieces on, and Adam is the perfect designer to carry out that vision.”
– Rihanna
Savage X Fenty has had a successful lift-off since its inception, and it’s now growing into other related avenues. The success of the SXF label is largely due to its affordability, size inclusivity with product offerings, and body diversity featured in advertising campaigns and lookbooks. For the Fall/Winter 2022 season, the award-winning singer is introducing a “Sports” component. The collection highlights athletic wear and functional clothing options for women.
The brand details the collection as “combining functionality and play.” It comprises jumpsuits, high-waisted leggings, bodysuits, and low-to medium-impact bras. Initial colorways include black and royal blue, and more product rollouts are to be announced. Rihanna has appointed Adam Selman, a frequent collaborator of Rihanna’s, as the line’s Executive Design Director. Selman brings a provocative and playful approach to the brand’s sports and lounge collections.
“Rihanna and I have a rich history of working together. When I learned about the opportunity at Savage X Fenty, I knew I wanted to play a role in the new activewear category. We have such synergy creating together. I have such respect for her vision and for what the entire Savage X Fenty team has built, and I am thrilled to be a part of the next chapter,” said Adam, echoing Rihanna’s sentiments about the new SXF project.
The new Savage X Fenty Sport collection price points will range from $29.95 USD to $109.95 USD. It will be available for purchase starting November 1 for Xtra VIP members and on November 9 globally via the brand’s website and in-store.
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