Savage X Fenty is a lingerie brand founded by Barbadian singer Rihanna. Along with lingerie, the line features bras, underwear, sleepwear, and loungewear.[3] The brand features an optional membership program called Xtra VIP.

Savage X Fenty is a joint venture between Rihanna and TechStyle Fashion Group.[4] Starting as an online-only brand, the entire pre-launch marketing occurred on Rihanna’s Instagram account.[5] The website launched on May 11, 2018, along with a pop-up shop in Brooklyn, New York, which was open the first two days the brand launched.[6] Within a month of launching, the debut collection sold out.[7]

In 2018, the company launched a sleepwear collection to benefit the Clara Lionel Foundation, a non-profit also founded by Rihanna.[8]

Savage X Fenty was named one of Fast Company’s “10 most innovative style companies of 2020” and as of 2021, the brand is valued at $1 billion[9] and has over 4.5 million followers across social media platforms.[4]

 Normani was named as the brand's first ambassador.[12] Other ambassadors include Gigi Hadid, Bella Hadid, Rose Montoya, Kehlani, Rico Nasty, Gia Woods, Jackie Aina, Tamera McLaughlin, and Kash Doll. 

Slick Woods, Indira Scott, Joan Smalls, Raisa Flowers

 Miguel, Rosalía, Bad Bunny, Mustard, Roddy Ricch, Ella Mai, and Travis Scott Lizzo, Chika, Paris Hilton, Willow Smith, and Rico Nasty  

Bia, Jazmine Sullivan, Ricky Martin, Erykah Badu, Nyjah Huston, Normani, Nas, Daddy Yankee, and more.

Every fashion show so far has been choreographed by Parris Goebel.