Earlier this year, multi-talented cultural icon Rihanna announced the forthcoming arrival of the latest of her entrepreneurial ventures: Savage x Fenty, a body-positive, empowering, inclusive lingerie line. With Rihanna already infamous for her bold and original fashion looks, the early teasers were enough to have the internet gushing, but the latest sneak peeks have die-hard Rihanna fans even more hyped than before.

Snapshots and short promotional videos posted on the brand’s socials depict women of all shapes, sizes, and skin tones rocking their Savage attire. The videos are accompanied by model’s voiceovers, emphasising the strong body-positive message embodied by Savage.
In one promo accompanied by the caption “X stands for all”, model Audrey Ritchie explains the owning of her sexuality: “I think I feel most sexy in the morning … rolls, stretchmarks, cellulite … whichever gender you choose to have sex with, you should be proud and find yourself sexually.”

In another, Jazzelle Zanaughtti discusses the breaking of norms and assumptions when it comes to her appearance, being famed as an androgynous model: “People think that I look like a boy, some other people say ‘well she has to be gay’ … ‘oh it’s trendy to be genderfluid’”.

With a size range of bras from 32A to 44DD, and underwear from XS-XXXL, many are praising Rihanna for her continual focus on inclusivity and diversity in all her ventures. Her 2017-launched makeup brand Fenty Beauty was similarly admired when it released foundation in 40 shades, catering for people at all points of the colour spectrum. In a world where foundations often come in a measly range of light, medium and deep; and clothing (particularly much-hyped brands like Rihanna’s) is often limited to sizes XS-L, Rihanna’s offerings provide a breath of fresh air and a step in the right direction. Regardless of skin tone, size, or any other factor; Savage x Fenty promises to make the wearer feel empowered and beautiful.

As Rihanna herself stated in an interview with Vogue, calling out the lack of diversity in mainstream brands; “I’m not built like a Victoria’s Secret girl, and I still feel very beautiful and confident in my lingerie … Savage is really about taking complete ownership of how you feel and the choices you make. Basically, making sure everybody knows the ball is in your court”.

Savage x Fenty drops on May 11, so keep your credit cards at the ready, because if the sneak peeks are anything to go by, the collection is going to be killer. Sign up for updates on the website https://www.savagex.com, or visit SavagexFenty to stay posted on Instagram or Facebook.