Savage X Fenty, blessing us like Victoria’s Secret never could.

Since 2017 Rihanna’s Savage X Fenty brand has been sweeping in a new era of body positive vibes. Two years on and Rihanna is continuing to exceed expectations. The brand set itself apart from its competitors early on with its inclusive approach to selling its lingerie. The brand’s sizing ranges from XS to 3XL and has acquired a cult following after allowing women to feel sexy and empowered no matter their size. 

Savage X Fenty’s newest campaign, a line of lingerie in support of Breast Cancer Awareness Month sets the bar higher still for the rest of the industry. Named Savage X Thrivers, the collection was released earlier this week on October 1st. The campaign not only brings us a new line of clothes but also shines a light on four women who are not just living, but in Rihanna’s words “thriving”, with aggressive forms of breast cancer. Rihanna explains, “the Savage X Thrivers represent young women of all walks of life living and thriving with cancer.” 

The collection aims not only to raise awareness but also support the cause with funds raised from the collection. For each product sold a minimum of $3.75 of the proceeds will be donated to the Clara Lionel Foundation. On the brand’s website reads, “with every pink style purchased, you’ll help the Clara Lionel Foundation fund critical research and support for this lesser known group of young women living with aggressive forms of breast cancer.”

The new range includes a variety of lingerie and loungewear from babydolls and bras to loungewear and full length robes and all in various shades of pink. Also being released is an Xtra VIP box which includes a lingerie set along with lounge yoga pants and a limited edition set of Savage X Fenty collectible dominoes. All the pieces are modelled by the four women featured and a video released by the brand gives a behind the scenes look at the photoshoot along with interviews from each of the four women.

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The collection’s release is the latest example of how Rihanna continues to give back to the community and make her customer base feel valued. In recent years consumers are demanding more from fashion brands and Savage X Fenty is meeting these demands. For all those who lived through the fluffy wings clad era of Victoria’s Secret’s prime, Savage X Fenty has come as a welcome relief.

There’s no denying the huge success of the iconic VS brand but since its inception in 1977 the brand has continued to push a one woman narrative. Their marketing predominantly focused on portraying the image of a 6ft tall, size 4 waist, white model as the idea of beauty. 

But this shame inducing tactic of marketing is no longer working for the everyday consumer. Especially when you consider the fact that the average sized woman in the UK is a size 16 not a size 4. This fresh customer demand along with a gap in the market has allowed brands like SavageX Fenty to flourish.

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Most recently VS got into hot water late last year when they refused to hire plus sized or trans models and marketing boss Ed Razek tried to defend the position by calling the show a ‘fantasy’. Since then however, the brand has made a u-turn on their position and in August 2019 Razek quit following the announcement they had hired their very first openly trans model, Valentina Sampaio. But it might be too little too late as earlier this year the company cancelled their annual fashion show. 

When it comes down to it VS doesn’t seem to be offering anything we haven’t seen before instead relying for too long on the status of their brand name. This year alone Rihanna has managed to pull off an epic lingerie runway show of unmatched proportions, released multiple new lines of underwear and all the while leading the way in body positive fashion. With collections like Savage X Thrivers it is clear Rihanna is tapped in to what consumers are looking for. Fashion that is fresh, unique, and most of all authentic.

You can find the Savage X Thriver collection online now at  savagex.co.uk