The question was not if, but when.
After launching in 2018 (and expanding to menswear in 2020,) Rihanna's lingerie brand Savage X Fenty has finally released its first Pride collection. The brand is famously inclusive in sizing and body type, extending that level of inclusion to the casting of its blockbuster runway show and its promotional imagery. All of that has extended to its new pride campaign that has cast the likes of Gigi Goode, Dexter Mayfield, Yusef Williams, and many more.
As a part of the collection, the brand is making a flat donation of $250,000 to be distributed between five organizations: The Audre Lorde Project, The Caribbean Equality Project, INC., GLADD, and Trans [email protected] Coalition & Wellness Center. The donations are being made in partnership with Rihanna's Clara Lionel Foundation.
The collection contains everything from boxers, garter belts, demi bras, and bralettes, to smoking jackets and the brand's first jockstraps. The pieces are all labeled as "all gender." Sizing range from XS to 3X and 30A - 42H. Prices start at $16.95 and go up to $69.95. The campaign itself was shot by Quil Lemons.
Alongside the collection, the brand is also planning to host a Virtual Pride Party at the end of June. Details have not been released. Rihanna recently hosted a virtual launch event for Fenty Skin which won a Webby award according to Fenty Headlines.
“Honestly what makes me feel boldly me is having a little bit of vanity. It’s kind of looked down upon and I feel like that’s sad because there's nothing wrong with taking your appearance seriously. Being able to express myself the way I feel like it and being able to use my brown body as a form of expression.”
“I think self-discovery, at the end of the day for me, was really important and it helped me to empower the younger generations and tell them, ‘Don’t be afraid to ask questions.’ I am here to tell them because I learned the hard way, but also, I am not mad at it. I wouldn’t change it for anything in the world.”
“The biggest thing that has shaped who I am today is moving out of the deep South and moving into New York City, where I found people that look like me, talk like me, and have experienced some of the same things as me. Just the relatability of New York City has really opened my heart to so many different possibilities of who I can be and who I want to be.”