Savage X Fenty, Rihanna’s apparel label, has unveiled a new product line, significantly broadening its appeal beyond her lingerie roots.
According to a press statement, Adam Selman, the recently appointed executive design director, is in charge of “Sport,” which was created with the intention of fusing playfulness with utility.
The new category includes low and medium-impact bras, high-waisted leggings, jumpsuits, and a bodysuit among its products.
Regarding the new offer, Rihanna stated: “We wanted to push the boundaries with how we define sport and sportswear and there is no one I’d rather do that with than Adam”.
“We think of sport as how you move through your life. I want people to feel sexy, carefree and powerful when they put these pieces on and Adam is the perfect designer to carry out that vision.”
On her own event outfits, Selman has already collaborated with the singer-turned-entrepreneur.
The designer later worked on the first Savage X Fenty capsule in 2020 and was chosen to manage the Lounge and Sports categories as the company’s in-house design director.
The debut occurs as the business gets ready for its forthcoming Savage X Fenty Show Vol. 4, which will once again stream exclusively on Prime Video in more than 240 nations on November 9.
The show’s program, which is renowned for its celebrity endorsements and theatrical performances, will also feature the Sports category in addition to the new designs and silhouettes for the brand’s next seasons.
On the day of the show, the new collection will also be available for purchase, with VIP members getting early access starting on November 1. (fashionunited)
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