Rihanna's Savage X Fenty launches on Amazon Prime

The Savage X Fenty AW 2019 is now on sale, are you ready for a sneak peek of the runway show?


The fashion world was abuzz last year when Rihanna launched her own lingerie range, Savage X Fenty. Now her latest has just launched, the show is streaming exclusively on Amazon Prime.

Since it's inception, the brand has focused on inclusivity and making women feel their best; “We want to make people look good and feel good...we want you to feel sexy and have fun doing it." As well as everyday, more basic pieces, theres are also a selection of more provocative pieces for when you want to up the ante.

We are slowly starting to see more brands incorporate different body shapes and types in their imagery (Isle of Paradise's latest campaign is a great example) but seeing models owning the runway is different. Seeing boobs that bounce, bums that jiggle, soft thighs, cellulite and stretch marks feels subversive, rebellious almost, and it's so empowering to watch.

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Ferocious and un-apologetic

There has been so much hype in the lead-up to the show, reminding us of how much buzz was created around the Victoria's Secret Show every year. However, the difference between the two shows is glaringly obvious.

The Angels have an 'All-American woman' look about them, blonde beauty-pageant queens with dazzling smiles. Their bodies are unattainable, hair is long and lustrous and they are a particularly sweet, cute type of sexy that most women don't recognise in themselves.

The Fenty woman is ferocious, un-apologetically herself and sexy, making her the devilish counter-part to any Victoria's Secret Angel. It's a show made to celebrate every body rather than the one specific body type we are so used to seeing.

The joy in watching a Fenty runway show is that most of us can see a bit of ourselves in the Rihanna woman, in the curves of their bodies and in the stretch marks on their thighs. It's a body we are not used to seeing flaunted.

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The Show

For the first time, the show itself will be streamed exclusively on Amazon Prime. So far, we've seen the teaser trailer and it looks incredible.


More like a set than a runway, everything is white with clean lines, drawing all eyes to the models that pop against their minimal background. White arches tower high above the stage with dancers in each, and your eye is drawn all around the stage set at the different levels and steps. This most certainly isn't a straight-forward catwalk.

As this is more of a performance than a fashion show music is a huge part. Models walk to the soundtrack of live acts including, Halsey, Migos, DJ Khaled, Big Sean, A$AP Ferg, Fat Joe, Fabolous and Tierra Whack.

A celebration of diversity

The Victoria's Secret show has been aired on TV since 2001 and is like the Superbowl for lingerie. With the company experiencing financial strain as well as backlash over their diversity, this year the show was cancelled for the first time in it's 17 year history.

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As this coincides with the second year of Savage X Fenty, it does highlight that people are looking for something different. We are no longer satisfied with archaic standards of beauty, consumers want to see themselves in the products they spend on.

The Savage X Fenty show is more of our time, it feels relevant and exciting. And the best part of it all?

It looks fun. Nobody looks self-conscious. All of the models are reveling in their bodies, putting them on display and enjoying it too. It's a delight to watch.

Header Image: @savagexfenty


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