Rihanna has long been the face of Savage X Fenty, the underwear brand she helped build into a global name. In this campaign, she graces the cameras in a pink lingerie set that includes a bra, thong, garter belt, and stockings. Her styling features bright pink lipstick and Hollywood curls, projecting a bold, confident aesthetic that matches the brand’s fearless attitude.
Over the years, the brand has grown into a fashion and cultural force, known for inclusive campaigns and a provocative approach to lounge and undergarment wear. In mid-2023, a significant leadership transition took place. Rihanna stepped away from the role of chief executive officer at Savage X Fenty, a position she had held since the company’s founding in 2018. The mantle of CEO was passed to Hillary Super, who previously led Anthropologie Group. With this change, Rihanna shifted to a governance role, becoming chair of the board, while also taking on responsibilities as the chief executive officer of Fenty Beauty, her cosmetics line. These moves took effect on June 26, 2023, signaling a broader strategic realignment for the brand and the wider Fenty ecosystem.
Rihanna publicly reflected on the transition, noting that the past five years had seen Savage X Fenty achieve extraordinary growth and reshaping the lingerie industry. She emphasized that the journey was just beginning and that the company would continue to evolve to stay closely connected with consumers. The welcoming of Hillary Super as the new CEO was framed as a chance to elevate the business further, leveraging Super’s experience steering major retail brands to push Savage X Fenty to new heights while preserving the brand’s bold, inclusive spirit.
In past public appearances, Rihanna has been seen with her family amid fashion-forward moments, sometimes wearing fur coats. These appearances have often reinforced her personal style as well as her public commitment to brand-building and entrepreneurship.
The leadership transition reflects a broader strategy to blend creative leadership with seasoned retail expertise. Savage X Fenty continues to push for innovative product lines, engaging campaigns, and enhanced customer experiences across North American markets and beyond. By maintaining a strong brand voice that champions diversity and accessibility, the company aims to stay ahead in a competitive landscape while supporting Rihanna’s broader business ambitions across beauty and fashion.
As the landscape for celebrity-led fashion brands evolves, Rihanna’s role remains pivotal. Her influence spans design, branding, and strategic partnerships, positioning Savage X Fenty not only as a lingerie label but as a cultural platform that resonates with a diverse audience. The ongoing collaboration between leadership, design teams, and retailers points to a future where the brand expands its footprint, embraces new product categories, and strengthens its connection with shoppers who value style, inclusivity, and bold self-expression.