Highsnobiety
Double Tap to Zoom

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.

Watch the show exclusively on Amazon Prime and shop new collection here.

We Recommend
  • The Future of Fashion? Good Clothes
  • The Next Great Doubled-up sacai Nike Shoe Is a Wild Crossover Sneaker
  • Soul Rebel: Bob Marley's Underrated Fashion Style
  • From Editors to Influencers: The Past, Present & Uncertain Future of the Fashion Show
  • At Paris Fashion Week, a Golden Age of Footwear
What To Read Next
  • This Is a “Camo” Dad Shoe, Done the New Balance Way
  • adidas' Most High-Tech Sneaker Laces Up for the Future
  • Nike's Proper "Panda" Dunk Gone Fuzzy
  • This Luxurious Swoosh-Free Jordan Sneaker Is an Ice-Cold Beast
  • Bleached & Faded for Fall, Carhartt Sets a New Standard
  • Once a Mere Hairstyle, the Mullet Is Now a Dress Code