Rihanna’s lingerie brand Savage X Fenty will soon be offering a brick-and-mortar experience across major cities in the U.S.
“2022, we coming in HOT!” said Rihanna on Instagram. “We bout to bring you a whole new #SavageXFenty experience with the launch of our brick-and-mortar retail stores! can’t believe it’s actually that time, and I can’t wait for you to have this experience irl….”
The artist revealed that the brand’s first outposts will be in Las Vegas, Los Angeles, Houston, Philadelphia and Washington, DC, with additional stores to come “in early 2022.” The Las Vegas location is expected to open later this month.
“On the heels of the brand’s incredible growth since first launching in 2018, this new direct-to-consumer experience is the next step to bringing a fuller expression of the brand to consumers in key markets,” Savage X Fenty shared in a statement.
In February 2021, Rihanna’s gender and size-inclusive label was valued at $1 billion, just days after French luxury conglomerate LVMH Moët Hennessy Louis Vuitton put the kibosh on her Fenty ready-to-wear label to focus on the Savage line.
“LVMH and Rihanna reaffirm their ambition to concentrate on the growth and the long-term development of Fenty ecosystem focusing on cosmetics, skincare and lingerie,” the company said in early 2021.
The move marks the singer and fashion designer’s first foray into physical retail and is expected to feature a nightclub aesthetic based on the renders she shared on social media.