Rihanna’s Savage X Fenty Launches Live Shopping
Rihanna’s lingerie brand, Savage X Fenty, is now allowing customers to shop looks from the brand while watching live performances on its website.
Savage X Live officially launched on January 31, 2022, with a virtual performance by City Girls that was filmed at the brand’s first brick-and-mortar store in Las Vegas. During the live performance, viewers were able to shop the duo’s outfits from Savage x Fenty Ribbon Writing and Glossy Flossy collections. Anyone who missed the show can still watch the recording and purchase items from the video.
The launch follows the brand’s foray into physical retail. Savage X Fenty also just secured $125 million in a Series C funding round led by Neuberger Berman, bringing the brand’s total venture capital funding to date to $310 million.
In February 2021, Rihanna also introduced a gender and size-inclusive label valued at $1 billion, just days after French luxury conglomerate LVMH put the kibosh on Fenty’s ready-to-wear label to focus on the Savage line.
“LVMH and Rihanna reaffirm their ambition to concentrate on the growth and the long-term development of Fenty ecosystem focusing on cosmetics, skincare and lingerie,” the company said in early 2021.
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