Who Owns Savage X Fenty?

Rihanna launched Savage X Fenty in May 2018 during New York Fashion Week, positioning the brand as a direct challenge to Victoria's Secret's dominance in the lingerie market. Where Victoria's Secret had built its brand around a narrow beauty standard, Savage X Fenty launched with comprehensive size inclusivity, extended shade ranges, and diverse model casting from day one.

The brand grew rapidly through direct-to-consumer e-commerce and a subscription membership program that allows members to access discounted products for a monthly fee. Annual runway shows, streamed on Amazon Prime Video, have become a significant marketing event featuring celebrity performances and diverse model casts.

In 2021, Savage X Fenty opened its first physical retail stores, expanding from its e-commerce-first model into brick-and-mortar retail in select US markets.

The brand distinguished itself from established lingerie competitors through its VIP membership subscription model, its extensive size range (XS to 3X), and its marketing approach celebrating body diversity. The combination drove rapid growth and multiple rounds of venture and private equity investment.