Rihanna opens another lingerie store just in time for V Day

3:51 pm on 14 February 2022, Monday


By Ice Martinez

Rihanna and A$AP Rocky made a surprise appearance at the grand opening of Rihanna's Savage X Fenty lingerie store located at the Westfield Mall in Culver City. This happened on Super Bowl 2022 weekend in Los Angeles on Saturday, Feb. 12.

Shoppers and fans were surprised to see the celebrity couple in the kaleidoscopic-themed, neon-colored store. 

According to Hollywood Reporter, Rihanna's mannequins present authentic, diverse depictions of human physiques in a way that empowers customers. Additionally, the ad campaign for Rihanna's lingerie also features men, LGBTQIA+ folks, and disabled individuals. 

"To be able to connect with our customers in real life was so important to me," Rihanna said. The products range from loungewear, undergarments, and intimate apparel. 

What makes the lingerie store extraordinary is that it had collaborated with the e-commerce service Fit: Match to provide state-of-the-art body scanning tools. The Fit Xperience app is equipped with light detection and range sensors to get an accurate 3D scan of the shopper's body type. This is very practical and hygienic as intimate items are not allowed to be worn or fitted by customers.

"We want to make people look good and feel good," Rihanna said. "We want you to feel sexy and have fun doing it."

Savage X Fenty first launched in 2018. It is expanding to a total of five official stores in the United States. The Las Vegas branch opened in late January. More stores are scheduled to open in Houston, Philadelphia, and Washington D.


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