Savage X Fenty launches shop-in-shop at Selfridges

Savage X Fenty, the intimates, loungewear, and sportswear brand founded by Rihanna, has launched a shop-in-shop within Selfridges’ lingerie department on Oxford Street in London.

It marks the first retail partnership for the brand in the UK, and its very first international physical location.

The partnership will enable customers to experience what has made Savage X Fenty so unique, with an extensive assortment of styles designed for all body types at accessible price points and "with a bold embrace of individuality".

Genevieve Kunst, SVP and GM Europe at Savage X Fenty, said: "We're so excited to finally announce our first international retail space at none other than the quintessential shopping destination: Selfridges.

"This gives us an opportunity to be brought closer to our UK and international shoppers, and to connect with Selfridges’ unique and diverse customer base.

"This is just the beginning of a very exciting chapter for Savage X Fenty, and this partnership is the perfect starting point for us to showcase the brand’s commitment to delivering accessible, innovative products that are made for everybody."

The Savage X Fenty experience at Selfridges, both in-store and online, "strives to provide an inclusive and accessible way to shop".

The shop-in-shop will include the brand’s latest product innovation and softest collection yet, Soft N’ Savage, as well as Savage X Fenty’s bestselling fashion and core collections, including Savage Not Sorry, Mod Poppy, Romantic Corded Lace and Sheer X.

Bosse Myhr, Director of Menswear at Womenswear at Selfridges, said: "We are thrilled to welcome Rihanna’s Savage X Fenty lingerie line to Selfridges. Savage X Fenty's inclusive designs embody our commitment to celebrating individuality and diversity.

"This partnership allows us to offer our customers even more choices to express themselves with confidence and style. We are excited to offer the collection to our customers and community."

Savage X Fenty at Selfridges offers bra sizes ranging from 32A-42D and underwear and lingerie sizes ranging from XS-4X. Retail prices start at £15.