A tagline could never be so perfect and with a new year, comes some new Fenty! Rihanna, the popstar-turned fashion icon, is striding into 2019 with product launches aplenty to satiate fans of her inclusive brands. On New Year’s Day, she unveiled 50 shades of Pro Filt’r concealer for everyone “looking busted” after the holiday season, and spawned a cheering new hashtag #THECURE.

From Fenty Beauty to Savage X Fenty, Rihanna is looking ahead to Valentine’s Day with a line of draw dropping lingerie that cuts through the sentimental connotations of the roses and chocolate holiday. Launching on Savagex.com on January 9, the sheer camisoles, lip-printed briefs, cut-out bodysuits and heart-shaped pasties are in line with the pieces that have preceded them: body-positive bras and briefs for bad gals everywhere.


The “Valentine’s Just Got Extra AF” tagline invited customers to shop the collection on the website. And there lies the success of Savage X Fenty: it’s all Rihanna. Every inch of it, from the materials to the models and marketing, and she gets it. There’s no objectifying women with cutesy poses and kiss blowing, or ticking diversity boxes, Savage X Fenty is simply a no holds barred celebration of women.

“Savage X is about respect,” the quote from Rihanna continues. “Do what you do. Be unapologetically you. Embrace individuality.”

As Valentine’s campaigns from competitors, including the out of favour Victoria’s Secret, start to emerge, the Kiss It Better singer’s mantra about embracing a savage kind of love whatever time of year is worth banking. And Savage X Fenty doesn’t just look good on Rihanna, because these pictures are stunning all shapes and sizes. Browse the collection, which is available in sizes 32A to 44DD in bras and XS to 3X in briefs and priced from $20 to $68 (£16 to £53) below. Fellas, if your lady dares to wow you in these threads, consider yourself extra lucky!

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