Rihanna’s annual Savage X Fenty Show returns and she didn’t come to play!

Music, makeup and fashion icon Rihanna unveiled her highly anticipated Savage X Fenty Show Vol. 2 collection in a star-studded and inclusive fashion show broadcast to more than 240 countries simultaneously on 2 October via Amazon Prime Video.

Savage X Fenty

With the usual flair and spectacle we’ve come to expect from Rihanna, the Savage X Fenty Show Vol. 2 fashion show launched the new Autumn 2020 collection with some of the biggest celebrity names on hand to help, including Lizzo, Willow Smith, Christian Combs and many more. Models, dancers, singers, everyone was wearing the latest savage styles in the brand’s usual fierce and unapologetic style.

As a follow up to last year’s ground-breaking event, this year’s Savage X Fenty Show, executive produced and creatively directed by Rihanna, raised the bar once again, even though there was no audience this time around.

Wholeheartedly embracing the theme, “All Savage. Zero Apologies”, Rihanna as a lingerie designer continues to innovate with inclusivity always at the heart of the brand. The high-voltage collection is packed with unexpected pairings and surprising new styles that push the boundaries of individuality.

The collection is made up of a line of intimates that complements a variety of shades and shapes. Working with a team assembled from the industry’s elite, Rihanna’ label has disrupted and redefined the marketplace with its accessible price point and extensive assortment.

“We want to make people look good and feel good…”

“We want to make people look good and feel good,” explains Rihanna, who approaches Savage X with the same mentality she does all her projects—to make something new and fresh that everyone can relate to and feel confident in. “We want you to feel sexy and have fun doing it.”

This year, there is something for the guys too, with the launch of the men’s apparel, in collaboration with the model and musician Christian Combs (Diddy’s son). In an interview just before the show, Rihanna said: “So for the first time we’re going to have boxer briefs, boxer shorts. I’m not going to say it’s for men because I wear it too. I like to be flexible [laughs].”

With the brand’s popularity and appeal, it’s easy to forget how quickly Savage X Fenty has grown. Speaking about this, Rihanna had a message for emerging entrepreneurs. She said: “The show has evolved so much since the first one in 2018. We started off in like an old armoury and it was really hot and sweaty and we really only had limited resources to work with but we made the best of it. People really enjoyed just seeing a bit of inclusivity and when we realised how much people appreciated it, something that we sincerely just wanted to do, we didn’t know that we would have the response that we did. So we took that and said, this is what the core of our brand stands for.”

“When it comes to being inclusive you want everyone to be a part of that so I always want to have my women of colour.”

Another important message from Rihanna is to continually innovate. She’s always thinking of the next move.

Rihanna: “It’s really important for me to expand, to build, to evolve, to do things bigger, better. Try new aspects of creativity. It’s very important for me. I get bored really quickly. If I’ve done it I’m already bored of it while I’m doing it. I don’t know if it’s a good thing or a bad thing, but I’m always like, what’s new, what’s next.”

“At the heart of the brand is inclusivity…”

At the heart of the brand is inclusivity and they start with their sizing, which ranges from 32A – 42H in bras, and XS-3X in undies and sleepwear.

This range was reflected in the fashion show, where it was refreshing to see the beautiful designs worn by people of all shapes and sizes. Rihanna: “When casting the show there are a lot of different aspects. There are a lot of different mini categories that I have in my brain. When it comes to being inclusive you want everyone to be a part of that so I always want to have my women of colour, I want to have an array of women in the minorities space and of our race and our people. I want to have a representation and aspects involving women who aren’t usually projected as sexy, but they are. And they need to know that and be validated about that, no matter what size they are.”