Savage X Fenty doubles down on inclusion, even as others pull back

Axios

19-06-2025

For Savage X Fenty, the lingerie line founded by Rihanna, DEI is at the center of all that they do, chief marketing officer Vanessa Wallace said at a recent Axios event in Cannes.
Why it matters: As many brands quietly retreat from diversity, equity and inclusion commitments, Savage X Fenty is leaning in, building its identity and commercial strategy around its brand values.
What she's saying: "From the beginning, Rihanna has stood for inclusivity," Wallace said. "Savage X Fenty redefined what inclusive looks like in lingerie. We always say: it's not the size that defines you — it's your confidence."
Zoom in: The brand's Valentine's Day campaign, Love Your Way, exemplified that ethos by spotlighting different forms of love — self-love, romantic love, sisterhood and friendship.
"It wasn't about being disruptive," Wallace said. "It was about being true to who we are and giving people the power to define love for themselves."
The intrigue: Because the company's values are so embedded and understood by its consumer base, there was very little pushback to the campaign, says Wallace.
"The community applauded it," she says. "When I'm scrolling TikTok or reading comments, it's clear people recognized what we were doing. We're just showing up authentically — and always trying to elevate voices that aren't often heard."
Zoom in: While "The Navy," Rihanna's fan base, remains central, the brand is also growing into mainstream retail.
Savage X Fenty can now be found in Nordstrom in the U.S., Galeries Lafayette in France, and Selfridges in the U.K.
"It's our chance to meet the girl next door," Wallace said.
What to watch: Expect more creative collaborations and a push into sports.