Business of Fashion - - Fashion Creation -

If you thought Robyn “Ri­hanna”

Fenty reached the league of top celeb en­trepreneurs when Fenty Beauty launched 40 shades of foun­da­tion in its de­but col­lec­tion, you’d be wrong; RiRi has come to slay the lin­gerie in­dus­try in ad­di­tion to the beauty in­dus­try. The Sav­age x Fenty lin­gerie line has the world wrapped up in skimpy strings and Ri­hanna is their most ob­vi­ous brand am­bas­sador. Ri­hanna’s new col­lec­tion in­cludes bras in a range of sizes from 32A to 44DD and un­der wears rang­ing from XS to XXXL—and those who fol­low on In­sta­gram have seen just a few of the styles—more de­tails are com­ing to light. The Sav­age X Fenty, her di­rect-to-con­sumer lin­gerie line in part­ner­ship with on­line re­tail gi­ant Tech Style launched in May this year in­cludes t-shirt bras, un­der wears, and gen­eral ev­ery­day es­sen­tial items along with rompers, garter belt sets, and body­suits. More of­ten than not, she fea­tures a lot of these pieces in her daily wardrobe. “Women should be wear­ing lin­gerie for their damn selves. I can only hope to en­cour­age con­fi­dence and strength by show­ing lin­gerie in an­other light. You don’t have to stick to one per­son­al­ity with lin­gerie; it’s fun to play around. You can be cute and play­ful one week and a black widow next week. You can take risks with lin­gerie. I want peo­ple to wear Sav­age x Fenty and think, I’m a bad bi**h. I want women to own their beauty,” de­clares the diva.

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