Rihanna presented her new collection herself, by appearing in front of the camera once again for Savage X Fenty, the underwear brand that has managed to increase its brand value to more than 1 billion dollars.
SHE INTRODUCED HIS OWN CLOTHING
Rihanna introduced the new collection of underwear brand Savage X Fenty herself. The Barbadian singer, who posted three new photos on the brand’s 4.5 million followers Instagram page, is seen in the window of a skyscraper wearing underwear designed as a ‘catwoman’ costume.
33 year-old singer included the message, “If you’re a landscape, you can’t block the view.”
The photos received thousands of likes and comments in a short time.
WILL BE SOLD IN THE STORE
The famous singer continues new investments for her brand. Rihanna is opening physical stores next year for its Savage X Fenty underwear brand, which reached a value of $ 1 billion at the beginning of 2021. The sale of underwear has been made only on the internet until now.
Christiane Pendarvis, the brand’s marketing and design manager, spoke to Business Insider last week, stating that their decision to open a store in the US next year is final. Pendarvis, which did not explain in which cities it will open stores in the USA, announced that there will be store initiatives in Europe in the near future. Pendarvis explained that “the fact that customers do not feel comfortable in online shopping” was effective in making this decision.
ATTRACTED MORE ATTENTION IN THE PANDEMIC
The Savage X Fenty brand, opened by Rihanna in 2018, reached a value of $ 1 billion with 200 percent growth last year. With a fortune of $ 1.7 billion, Rihanna’s income from her brand was $ 270 million. While the pandemic shook many brands, especially those whose sales depend on physical stores, it enabled the growth of Savage X Fenty, which sells online. While a large marketing spend on high-profile influencers such as Kehlani and Megan Thee Stallion was thought to be effective in the growth, it was undeniable that Rihanna, the owner of the brand, did not hesitate to appear in front of the camera in her underwear for promotion.