Rihanna Tells Us Why The IRL Savage X Fenty Experience “Will Change The Game”

When news broke that Rihanna had plans to open physical Savage X Fenty stores, many wondered what the shopping experience would be like. Its e-commerce site went live in 2018 and was soon followed by runway shows that exclusively aired on Amazon. The brand has dominated the online lingerie arena for the past four years with badass marketing campaigns (I mean it is Rihanna) that focused on size inclusion. Now, it has its sights set on delivering its consumers an even better experience in real life.

As a former employee of major lingerie brand Victoria’s Secret, I was personally interested in how Savage X would stand out. That’s why I took a trip to the Los Angeles (Westfield Culver City) opening last Saturday, February 12, so you wouldn’t have to. As I arrived at the store, there was a line of excited customers ready to shop that stretched to the middle of the mall. The bold and vibrant colors of each room (Ripple, Logo, Swirl, Video, and Evergreen), which offers interactive features for shoppers to experience, immediately caught my eye.

Before heading into the fitting room, the mannequin wall display stunned me in the best way. It’s not every day you get to see an inclusive range of mannequins representing all sizes and genders. It was clear that everyone was included and could enjoy the experience of shopping not only for their significant other but themselves.

Rihanna also raised the bar on how people can find their bra size. As someone who has worked as a bra specialist, nothing could prepare me for how seamless and sufficient the process of finding the right size for me would be. To optimize this experience, Savage X Fenty partnered with FIT: MATCH, a technology platform to create the “Fit Xperience,” which allows Savage X associates to use LiDAR-powered smartphones to scan a customer’s upper body. It creates a personalized 3D replica of the customer that offers their exact bra size and shape and recommendations for a wide range of Savage X Fenty products. Inside the fitting room, customers are also able to find a kiosk that will allow them to scan items in case they want to browse other styles and check item prices.

"Savage X doesn’t hold any punches and it’s all gas no breaks."

RIHANNA