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62 STYLE | fashion<br />
RIHANNA’S REIGN<br />
Most of us will know Rihanna’s top hits word for word, but<br />
her triumphs in the fashion and beauty sphere were lesser<br />
known, until now.<br />
It’s been an incredibly busy and hugely successful few<br />
years for the songstress, whose beauty brand Fenty Beauty<br />
raked in €500,000,000 (NZD $879,000,000) in its first<br />
year alone. Early this year, Rihanna’s high-end fashion line<br />
Fenty Maison was also revealed, making waves as the first<br />
celebrity-created brand to be tucked under the wing of<br />
French luxury goods business LVMH (born from the 1987<br />
merger of Moët Hennessy and Louis Vuitton).<br />
Oh and in case you’re wondering what ‘Fenty’ means, it’s<br />
actually Rihanna’s surname.<br />
MEET SAVAGE X FENTY<br />
This is clearly not Rihanna’s first rodeo, but it’s certainly the<br />
venture that has us all talking today.<br />
Savage X Fenty is the sell-out lingerie line that can do<br />
no wrong. Since its launch in the spring of 2018, we’ve<br />
witnessed coveted collections, stellar marketing and sublime<br />
fashion shows to boot. The product itself, gorgeous lingerie<br />
with a fair price point and inclusive size range, almost takes<br />
a backseat to the empowering narrative that has made this<br />
celebrity brand a massive success.<br />
Image: Anna Webber/Getty Images<br />
Models backstage at a<br />
Savage X Fenty Show.<br />
THE SHOW THAT STOLE FASHION WEEK<br />
No stranger when it comes to putting on a performance,<br />
Rihanna’s lingerie brand was one of the most talked about<br />
shows during the recent New York Fashion Week. Combining<br />
world-class models, unrivalled musical acts, immersive stage<br />
sets and sensational choreography, Rihanna put on the Super<br />
Bowl of fashion week, and she’s only just getting started. A joy<br />
for all females, the show that spanned over 40 minutes sent a<br />
very simple message: every single female has the right to feel<br />
beautiful and confident.<br />
Truly the show that keeps on giving, 200 million viewers<br />
later watched the show from the comfort of their own homes<br />
thanks to Amazon Prime, and a ‘shop the show’ page on the<br />
official website made it easier than ever for customers to nab<br />
the latest looks, at a reasonable price.<br />
DIVERSITY IS THE DIFFERENCE<br />
A key to the success of Savage X Fenty is, without a doubt,<br />
its stance on diversity. Boasting a spectrum of curvy, pregnant,<br />
transgender and paraplegic models across its website, shows<br />
and social platforms, this is one brand that is impressively<br />
inclusive, and it pays.<br />
Image: Jim Spellman/Getty Images<br />
Models Cara Delevingne, Joan Smalls and Gigi Hadid attend the<br />
Savage X Fenty show during New York Fashion Week.<br />
THE SOCIAL STATISTICS<br />
In a world of start-ups desperate for recognition, what is it<br />
that makes celebrity fashion brands so successful? A strong<br />
online presence and a loyal social following is a good start. In<br />
the wake of the second fashion show, models who took part,<br />
including Cara Delevingne (43.4 million Instagram followers)<br />
and Bella Hadid (25.9 million Instagram followers), took to<br />
their platforms to applaud Rihanna and her brand. Combined<br />
with Rihanna’s 75.3 million followers, it’s little wonder that<br />
Savage X Fenty has amassed a serious amount of buzz.
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