Savage X Fenty unveils first-ever Pride collection
As companies across different industries roll out products and campaigns for Pride Month, Rihanna’s Savage X Fenty lingerie label is doubling down on its inclusive message with its own limited-edition Pride collection, the first to be launched by the brand.
The 25-piece Savage X Pride capsule includes a wide variety of items, ranging from bras, crotchless panties, boxers and jockstraps to smoking jackets, satin pants and even a rainbow-colored kitty whip. Colorways include bright neon and pastel rainbow shades, as well as more discreet black options featuring rainbow details.
In line with Savage X Fenty’s brand philosophy, pieces are sized inclusively, with bras available in 30A-42H, while other garments can be purchased in sizes XS–3X. Prices range from $14.95 for a cotton thong or a pair of bikini bottoms to $89.95 for a smoking jacket.
To promote the collection, Savage X Fenty called in 13 models from the LGBTQIA+ community to take part in a campaign shot by photographer Quil Lemons and styled by beauty artist Hector Espinal. Models include LA-born model and artist Eliseo Equihua, RuPaul’s Drag Race alum Gigi Goode, and Brooklyn-based artist Aya Brown.
“Pride is all about appreciating your authentic self,” Rihanna told Elle. “I am very excited about this collection and showing love and support to the LGBTQIA+ community, which includes so many of our customers, team members and fans.”
With Pride-themed merchandise having become a fairly standard annual marketng activity for most companies, Savage X Fenty seems eager to go the extra mile and show that it is truly invested in the communities that the Pride movement represents.
With this in mind, the brand is making a flat donation of $250,000 from its Savage X Pride sales, which will be split between five organizations that support LGBTQIA+ communities, namely, GLAAD, the Audre Lorde Project, The Caribbean Equality Project, INC., Trans Latin@ Coalition, and the Trans Wellness Center.
The Savage X Pride collection is available to purchase on the Savage X Fenty website now.
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