Savage X Fenty LLC

American lingerie company founded in 2018, known for inclusive lingerie and loungewear, headquartered in El Segundo, California.

Savage X Fenty was founded in 2018 by Rihanna in partnership with TechStyle Fashion Group. Rihanna, a global music superstar, wanted to create a lingerie brand that celebrated inclusivity and diversity. TechStyle Fashion Group provided the e-commerce and subscription platform expertise. The company launched as a direct-to-consumer brand focusing on size inclusivity.

The company gained immediate attention for its inclusive approach to lingerie. Savage X Fenty offered products from XS to 3X, a broader size range than most lingerie brands. The company also featured diverse models in its marketing campaigns, including models of all sizes, ethnicities, and backgrounds.

In 2019, Savage X Fenty launched its annual Savage X Fenty Show, a fashion show featuring diverse models and performers. The show gained significant media attention and established Savage X Fenty as a cultural phenomenon. The company continued to expand its product portfolio, adding loungewear and accessories.

The company grew through e-commerce and subscription services. Savage X Fenty launched a subscription model called Xtra VIP, offering members exclusive access to products and discounts. The subscription model provided recurring revenue and customer loyalty.

Recent strategic direction has focused on product expansion and international growth. Savage X Fenty has expanded its product portfolio to include more categories and styles. The company has also expanded its international presence, shipping to over 20 countries. Savage X Fenty continues to focus on inclusivity and diversity in its products and marketing.