After a whirlwind 2019, Rihanna's Savage x Fenty is kicking off the new year with a bang. The popstar-turned-entrepreneur has set her sights on Valentine's Day, launching a collaborative project with her close friend, designer Adam Selman.

He designed her iconic CFDA Awards naked dress, now Selman brings Valentine’s Day-centric themes to Riri's lingerie-label. “I couldn’t imagine anyone other than Adam [Selman] for Savage x Fenty’s first designer collaboration”, says Rihanna. “Adam is everything the brand stands for – fun, playful, sexy.”

The playful and sassy capsule collection is as naughty as it is sweet. The 19-piece Valentine’s Day assortment features two distinct collections, "Locket Down" and "Down the Aisle." Pieces in the roster range from babydoll cover-ups, to cup-less bras to handcuffs and whips.

The accompanying campaign features models Joan Smalls, Paloma Elsesser, Adesuwa and Fiffany, evoking Savage x Fenty's signature celebration of women of all races and sizes. They pose in a neon-flooded bedroom, filled with Valentine's appropriate-accessories and gifts. The campaign was shot by Dennis Leupold. Check it out above.

The Savage x Fenty Adam Selman Capsule Collection is now available to shop, with additional drops planned through April 2020. Prices for the collection range from $16 to $84. Head over to Savage X Fenty's website to shop.

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