The Fenty Empire
After the successful launching of Fenty Beauty in 2017, Ms. Fenty entered the lingerie game and added the Savage x Fenty brand to her empire. There was a huge gap in the market, that had previously been dominated by Victoria’s Secret. Commercial lingerie was tall, skinny and completely lacked diversity.
The first Savage x Fenty lingerie collection debuted in June 2018. Thousands of shoppers waited for hours in a virtual queue to get their hands on a set from the 40-piece collection. Needless to say, the collection sold-out completely.