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The singer’s new lingerie brand has been met with fanfare and lengthy online queues
Online queues and “sold out” signs greeted UK shoppers hoping to purchase items from Rihanna’s lingerie collection, Savage x Fenty, as it launched on the brand’s website on Friday morning. Hype had been building steadily since April, when the singer, whose albums include Anti, confirmed its inception to her 62.5 million Instagram followers.
The collection – which became available to purchase at 5am GMT – comprises 90 pieces of lingerie, sleepwear, loungewear and accessories. As with Fenty Beauty – Rihanna’s makeup line, which launched amid fan hysteria in 2017 – the USP of her lingerie offering is the seven “nude” shades designed to match every skin tone.