Rihanna-owned brand Savage X Fenty has unveiled its first soccer-inspired apparel collection. The athletic line includes shorts, short and long-sleeve t-shirts, and joggers in sizes XXS to 4X.
Savage X Fenty also presented new silhouettes of women’s sportswear. This collection included sports bras, high-waisted cycling shorts and other models.
Earlier it became known that Hillary Super, former head of Anthropologie Group, became the brand’s new CEO and a member of the company’s board of directors. Previously, she also held executive positions at Guess, American Eagle Outfitters and Gap.
Last spring, Savage X Fenty announced its decision to open six new retail stores in addition to its current three locations. It was reported that the outlet locations would appear in Atlanta, Detroit, St. Louis, Long Island, New York City, and Newark, Delaware. The brand currently lists seven stores on its website.
In early 2023, Savage X Fenty announced a new version of its digital in-store fitting service, Fit Xperience, in partnership with Fit:Match. The premiere occurred at the Lenox Square Mall store in Atlanta, Georgia. Today, the brand is successfully using the technology to try on bras, leggings and other products from its athletic line.
Savage X Fenty is Rihanna’s lingerie brand. It has garnered acclaim for its focus on inclusivity, offering lingerie in various sizes and styles. The brand’s marketing campaigns often feature a diverse cast of models and emphasize body positivity and self-confidence.
