Rihanna dropped a short film for the Savage x Fenty Vol. 2 collection on Amazon Prime today, marking the first time the company has been embraced by a major fashion label – and it could be a game-changer.
The highly-anticipated film reveals the latest collection with visuals featuring the likes of Bella Hadid, Willow Smith, Paris Hilton, Normani, Lizzo, Demi Moore, Indya Moore, Precious Lee, as well as performances from Rosalia, Bad Bunny, and Miguel.
A first for Savage x Fenty, the Vol.2 collection included menswear with a capsule of boxers, pajamas, and robes designed by Christian Combs. As per the Fenty x Savage MO, Rihanna’s first foray into men’s underwear kept up with the womenswear’s values of inclusivity and body positivity, with model Dexter Mayfield sporting some of the silky pieces in a range of different sizes.
The Savage x Fenty show demonstrates Rihanna’s ability to generate hype, collaborate with other artists, and design products that speak to her fanbase’s core values, and will probably be a business move replicated by other brands as they navigate the new environment of digital-first fashion shows. The likes of Victoria’s Secret once had a stranglehold on the “televised fashion special” in the ’90s and early ’00s and Savage x Fenty is now poised to be the new blueprint for unveiling a fashion collection in these unprecedented times.
What’s more, as you stream the show, you’re able to shop it in real-time, while staying on the same platform. It feels like a modern version of the see-now, buy-now business model which, while largely unused in Europe has proven profitable in other markets such as Asia.