Bad Gal RiRi is coming for big busts: “Run This Town” singer Rihanna is looking to run women’s lingerie drawers when her highly anticipated size-inclusive Savage X Fenty line of intimates drops online at midnight on May 11.
For now, interested shoppers can sign up at savagex.com with their contact details plus bra and panty sizes to be notified when the e-commerce site goes live globally next week. Bra sizes listed on the site range from 32A to 44DDD, while underwear runs from XS to 3X—and consumers can specify if their size isn’t available. The sign-up form could be a way for the brand, and its parent company, TechStyle Fashion Group, to gauge demand for the diversity of sizes.
Diversity has been a prominent theme in Rihanna’s forays into the business world. Her Fenty Beauty launch last fall offered foundation in 40 shades for a wide range of skin tones, including very dark shades for underserved people of color. That very public “inclusive” stance—which helped Fenty Beauty products sell out repeatedly—immediately prompted speculation over whether her then-rumored lingerie line would be similarly as diverse.
Rihanna began teasing the Savage brand on April 20, with posts featuring plus-size models including Audrey Ritchie wearing a flesh-toned bra and panty set. Though various product imagery teasers include fairly standard lacy and frilly lingerie fare, there’s no indication yet whether Savage will feature a breadth of “nude” shades to serve women for whom typical “flesh tones” just don’t match.
Offering a wide size range will help Rihanna’s Savage X Fenty line serve women often ignored by the fashion industry. While the average breast size in the U.S. is a 34DD, the average woman wears a size 16 in clothing, which typically translates to a 1X or XXL. There’s no word yet on whether Savage X Fenty will be carried in stores in addition to online.
Savage X Fenty could include a range of products beyond the standard bras, panties and bodysuits shown in social media teasers. Lavender Lingerie, LLC—located at the same address as TechStyle Fashion Group’s headquarters—filed a trademark for the “Savage X” brand on Dec. 14, 2017, for “goods and services” including lingerie, nightwear, undergarments, shapewear, hosiery, sleepwear and loungewear.