The internet and the fashion world simultaneously were abuzz when Rihanna previewed the first look at her independent brick and mortar stores for her insanely popular Savage X Fenty brand. With droves off women flooding the internet (mainly Instagram) in her intimate apparel collection under the hashtag SavageXFenty, Rihanna’s intimate apparel is literally in a class by itself. With declining sales of Victoria’s Secret and increasing sales of Savage X Fenty, Rihanna’s influence and cultural momentum is beyond question.
It now seems in 2022, Rihanna is deciding to put a tighter grip on the market she has not only invaded but now completely controlling, with independent brick and mortar stores. We were only privileged to the multi-color image you see on our site, however, by the looks of it, Rihanna is bringing the flavor and excitement which her apparel is known for, to the decor of her stores as well. With planned first openings of the stores in Las Vegas, Los Angeles, Houston, Philadelphia and Washington D.C., she is shooting for a heavy presence on the East, West and Midwest of the United States. The stores will enable the brand to have a more direct-to-consumer experience that the Savage X Fenty team views as the “next step’ in the collection’s goals of providing a more 360 approach to its clientele.
There has been heightened interest in the brand since her 2021 Savage X Fenty show which aired on Prime Video. In this show, the who’s who of the industry not only came out for the look but also to be included within the brand’s experience themselves. Rihanna continues elevating her status as a businesswoman with a business acumen for knowing her consumer, listening to them and also being ahead of the curve with her fashion sense and style.