Anyone lacking in perfect model proportions can understand how harrowing it is shopping for lingerie, but Savage X Fenty is already changing the game with both its designs and advertising campaigns. The collection of bras, underwear and accessories is all about celebrating the fact that lingerie really is for everyone. You need only take a look at the diverse crop of women who have been snapped modelling the goods so far – there’s a whole heap of shapes, sizes and races going on, each looking equally badass in their own skin. Rihanna herself has stated that Savage X Fenty is about owning how you feel and the choices you make, and this message shines through in her inclusive campaign.
While full details or styles and sizing have been kept tightly under wraps, Rihanna has been drip-feeding her fans some sneak peeks of Savage X Fenty via the label’s Instagram. So far we know that the collection will feature fierce bustiers, bras, underwear and matching sets adorned with the likes of intricate patterns and lace detailing, plus more everyday items like t-shirt bras and hipster bottoms.
Savage X Fenty drops worldwide this Thursday May 10 – you can check out the countdown and prepare to shop up a storm through the official website.
All images appear courtesy of Savage X Fenty.