Savage X Fenty LLC

American lingerie company founded in 2018 by Rihanna, known for inclusive lingerie and loungewear, headquartered in El Segundo, California, valued at $1 billion.

Savage X Fenty was founded on May 11, 2018 by Robyn Rihanna Fenty 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 infrastructure, including fulfillment logistics and the membership model it had refined through Fabletics and JustFab. 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 4XL, 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 raised approximately $310 million across four funding rounds. In August 2019, a $50 million Series A was led by Jay-Z's Marcy Venture Partners and Avenir Growth Capital. In February 2021, a $115 million Series B led by L Catterton, the venture capital firm backed by LVMH, pushed the total raised past $165 million and valued the company at $1 billion. A $125 million Series C in January 2022, led by Neuberger Berman with participation from Advent International and Multiply Group, brought total funding to approximately $310 million and confirmed the $1 billion valuation.

A $3 billion IPO that Bloomberg reported in March 2022 never materialized. By 2024, reports of stagnant revenue and internal layoffs surfaced. The brand remains private, with no permanent CEO publicly confirmed as of early 2026. Despite these challenges, Rihanna continues as brand visionary and founder, actively leading creative direction.

In October 2024, Savage X Fenty launched a limited-edition collaboration with Diesel under the creative direction of Rihanna and Glenn Martens. The company continues to release seasonal collections, including Valentine's Day campaigns in 2025 and 2026 featuring Rihanna as model.

In 2020, Truth in Advertising filed complaints about Savage X Fenty's presentation of its Xtra VIP membership, including the disclosure of recurring charges and advertised discounts. California prosecutors later brought an automatic-renewal and pricing case. In 2022, Lavender Lingerie, LLC agreed to pay approximately $1.2 million in civil penalties, costs, and restitution and accepted requirements concerning clear consent, cancellation, and pricing disclosures. The settlement resolved those government claims without establishing that Rihanna personally controlled the challenged checkout practices.

In June 2026, consumers filed a proposed federal class action alleging that Savage X Fenty continued to use misleading enrollment, credit, and fee practices. A complaint contains allegations, not findings. The case was newly filed as of August 25, 2026, and no final judgment or class-wide liability determination was identified by that date. The company and associated defendants retain the right to contest the claims.

The annual fashion presentation has also drawn debate over product sourcing and representation, while individual advertisements have received both praise and criticism. Those reactions are matters of opinion unless tied to a regulator or court record. The automatic-renewal settlement is the principal completed public enforcement matter relevant to ownership risk because TechStyle-linked systems support the membership model across the business.