Rihanna’s Savage X Fenty Brand Expands
Introducing a new product line of “Lounge” essentials.
As a true champion of diversity, inclusivity and freedom of expression, Rihanna has consistently provided her customer base with a range of fashion and lifestyle items that speak directly to them – allowing them to feel connected to her brand. And for Fall/Winter 2022, her Savage X Fenty brand will expand and introduce a new product line of “Lounge” essentials for all.
Just in time for cozy season, the new collection items include cuffed joggers, seamed and shoulder drop crop hoodies, a hooded onesie, T-shirts and more. Inspired by vintage workwear silhouettes, this new drop features essential colorways like yellow, olive green, royal blue and black. Logo detailing of the brand’s recognizable “X” appears on the side paneling of sweatpants (just below the front pocket), and at the side seam of tops.
In the campaign imagery that accompanies the new product launch, Emmy award-winning actress and singer Dove Cameron, and Gossip Girl star Jordan Alexander – both of whom are brand ambassadors for the line – appear wearing a range of collection items, while assisted by a supporting cast of campaign models.
Rihanna revealed her inspiration behind the new product launch, saying: “At the core, Savage X Fenty is about feeling sexy and confident. The Lounge collection is giving all of that with a chill, laidback twist. I wanted to bring comfort and realness to everyday pieces that can be styled in whatever way lets you do you.”
Expressing their excitement to be a part of the campaign, Alexander shared, “Sexy is exactly who you are, as you are. Seeing how fearlessly Rihanna pursues the celebration of individuality with Savage X Fenty gives me so much courage and inspiration to accept every part of myself and my life.”
“It’s been such an honor working with the iconic Savage X Fenty, a brand that focuses on celebrating inclusivity and individuality. This new collection is so lush and so fresh, perfect for the everyday elevation I need to be the best version of myself,” added Cameron.
Incorporating its “YOUniversal” approach to sizing for “everyBODY,” the brand offers items from size XXS to 4X, with items available now for purchase at Savage X Fenty retail stores and on the brand’s website.
In other brand news, YSL Beauté announced Lil Nas X as its new brand ambassador.
