The fashion line Savage X Fenty has announced six new stores coming soon, following the previous five that opened earlier this year. In addition to Newark, which was the biggest surprise to fans, there will also be stores opening in Detroit, Atlanta, St. Louis, Chicago and Long Island.
Exact locations and opening dates were not disclosed. However the news of new stores alone got Savage X Fenty fans excited. The brand’s expansion reflects well on Rihanna as she continues to break boundaries with her lingerie brand.
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Savage X Fenty first launched online in 2018 and uses large-scale, celebrity-soaked fashion shows and temporary pop-up shops in malls to build the brand.
Known for inclusivity with a wide range of sizes for all body types, genders and backgrounds, its body-positive messaging and affordable prices are a major part of the brand’s success. Products include underwear, loungewear and sleepwear in sizes XS to 4XL. Bras are sold in sizes ranging from 32 to 46 in bands and A-H in cups.
It also features a diverse range of models to showcase its mission, including Janay Watson, a rising plus-size Black model with vitiligo.
Crawford, who has owned her online-only shop Anara Original for 16 years, is an albino African American, who made her “signature pigment” the subject of a TEDxWilmington talk a few years ago.
For her, Savage X Fenty’s focus on inclusivity in terms of both sizes and how the company markets its brand is game-changing.
“She is pushing the envelope on models after society and fashion standards have told us you have to be 5-foot-11 and a size 2,” she said. “We all come in different shapes, sizes and colours, so it’s important to push a message that we all don’t fit in one box.”
In January, the brand announced its first five stores; Las Vegas, Los Angeles, Houston, Washington D.C, and Philadelphia. As the brand continues to grow, we hope to see its stores stretch further than the US, but only time will tell!