Coming to Amazon Prime on September 20, the musician and designer has promised “a bold, sexy, super energetic experience” to celebrate her latest collection for the lingerie label
The second annual show from Savage X Fenty – the lingerie label founded by Rihanna – will be streaming worldwide as part of a landmark deal with Amazon Prime, it was announced yesterday. Celebrating the label’s Autumn/Winter 2019 collection, Rihanna has promised “a bold, sexy, super energetic experience for our viewers,” encompassing music, fashion and culture, and featuring models, actors and dancers. It will arrive on the platform on September 20, available to view in over 200 countries.
The first Savage X Fenty show was held at New York Fashion Week last September, featuring a diverse array of models, including Paloma Elsesser, Duckie Thot, and Joan Smalls, alongside a memorable catwalk turn from Slick Woods, who was nine-months pregnant at the time (she walked the runway in a thong and nipple pasties, and went into labour moments afterwards). Since, via the label’s Instagram account and the lingerie itself, which spans sizes 32A to 46DDD and XS to 3XL, Savage X Fenty has continued to champion body positivity and inclusivity. “We want to make people look good and feel good,” Rihanna says of the young label. “We want you to feel sexy and have fun doing it.”
“[Rihanna] has reinvented the idea of what fashionable lingerie should be for a global customer,” Jennifer Salke, head of Amazon Studios, added in a statement. “The brand authentically reflects empowering statements of inclusivity, body positivity and fun. We’re thrilled to give our global customers an exclusive front row seat.”
The news comes in the wake of the announcement that the Victoria’s Secret Fashion Show would not be shown on network television this year, having dropped to its lowest ratings ever. The brand’s chief marketing officer, Ed Razek, also left the lingerie brand this August, previously stating that he would not cast a transgender model in the show.
