Rihanna’s lingerie line Savage X Fenty just released its third edition of their annual fashion show on September 24. This year’s edition happened in Los Angeles in the Westin Bonaventure Hotel & Suites. The show is available to watch – as the last two editions – on Prime Video. The show was an explosion of color and diversity, which is one of the main reasons the line is so successful. Rihanna set the boundary to other brands in an industry that never viewed diversity as something to be celebrated.
“There is not a target audience. Is for everyone.”
Jennifer Rosales, Senior VP, Fenty Corp.
The History of Fashion Industry and Diversity
The first fashion events, showing clothes on mannequins or even catwalks, happened in Paris circa 1910. After over 100 years, we still await excitedly for the chance to glimpse at the new line from brands we love in fashion events around the world. However, a few years something changed: people started to seek diversity in the models and the clothing sizes. It was a change that happened in almost every industry: film, music, etc. The fashion industry reluctantly had to give in to it — brands that didn’t consider diversity got heavy backlash, and some closed their doors.
“Marked by a series of breakthroughs that challenged the status quo and opened doors for minority groups to be represented within all facets of the business, this decade will be remembered as a time of rapid change when fashion was forced to examine its practices.”
Janelle Okwodu, Vogue.
A great example of a brand that refused to include diversity in its shows was Victoria’s Secret. Their runway show, with models that received the title of Angel once they were chosen to be a part of the crew, had its last edition in 2018. The brand closed a lot of stores in the last few years. Something became very clear: this type of exclusive fantasy does not sell anymore.
Why Savage and Fenty Is Important Right Now
That was why Savage and Fenty became such popular successes. Fenty is Rihanna’s makeup line. Both brands had one thing in common (besides their founder): diversity was always a fundamental part of them. Fenty was not the first line that offered 40 different shades of foundation. Still, it was one of the first that had they main goal to be for everyone in other aspects as well: sexuality, gender, age… And that also happened in her lingerie line.
Inclusivity for me has always been second nature. It’s not anything I really think about.”
Rihanna, Savage X Fenty vol. 2.
Savage X Fenty vol. 3 was a bit different from the previous editions: it didn’t contain interviews with the staff or any of the models. This year’s edition focused more on the show and on creating interesting narratives through dance in the different locations of the hotel. However, the main element was the same in the three editions: diversity. With colorful lights and amazing contemporary dancers, Rihanna told yet again a story about individuality. She is not satisfied with only including in the show different models and dancers based on ethnicity: there was an incredible variety in age, gender, different body types, and even models with disabilities.
Everyone has a chance to shine and feel sexy wearing Savage X Fenty.
Through amazing contemporary dancers and incredible musical performances from various performers, such as Ricky Martin, Normani, and Daddy Yankee, Savage X Fenty vol. 3 did not disappoint. The new lingerie line is as beautiful as it is inclusive. Rihanna was able, once more, to create a fashion event that goes beyond the runaway show we are accustomed to seeing. Rihanna gave her audience a fashion experience that everyone could be a part of.
