When Rihanna’s Savage X Fenty lingerie line hit the catwalk this past September, making its New York Fashion Week debut, it was a fashion show like no other. There were racially diverse models of all shapes, sizes — even one model who was pregnant (and gave birth immediately after the show). What the fashion show debut proved was that not only was it and Rihanna’s Fenty makeup line here to stay, but the $558-million beauty band was taking no prisoners.
In fact, the fashion show has been credited with knocking veteran lingerie fashion show Victoria’s Secret of the catwalk. While Victoria’s Secret is still the biggest lingerie brand in the U.S., it announced it was pulling the plug on its long-running, high-profile televised fashion show.
“Last year, we laid the foundation for what the brand stood for,” Rihanna told the Cut about the preparing of the fashion show. “Here’s our bottom line: We’re inclusive. We want women to feel confident no matter what size they’re in.
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The Savage X Fenty show as all about what Victoria’s Secret’s wasn’t. Besides having a diverse lineup of models, the show took a different route to get to the general public. Instead of a TV deal, Rihanna opted for Amazon Prime Video where her edgy lingerie show was available to 100 million Prime subscribers.
Rihanna’s lingerie brand is making a major dent in the $13.1 billion U.S. women’s underwear sector.
“In September Savage X Fenty raised $50 million to continue funding its mission of inclusive lingerie through great products and fashion shows, CultureBanx noted both of which are currently missing from Victoria’s Secret. Ratings have continually dropped with the December 2018 show providing dismal ratings of just 3.3 million viewers. This was down from more than 5 million in 2017, and a far cry from its 2011 show that drew in 10.3 million viewers,” Forbes reported.
Victoria’s Secret is still snapping its bra straps, however. “They command a market share of 24 percent, albeit that’s down from about 32 percent in 2013, according to Coresight Research. Shares of L Brands are down more than 25 percent this year,” Forbes reported.