Rihanna's lingerie brand Savage X Fenty is no stranger to generating headlines.
In 2019 the label's wildly successful New York Fashion Week show was streamed on Amazon Prime and is thought to be one of the reasons why Victoria's Secret finally cancelled its long-criticised annual show.
Now, Savage x Fenty is wasting no time in creating more waves just two days into 2020 with the unveiling of the Valentine's Day collection.
Designed by Adam Selman, the 19-piece range consists of two distinct collections: ‘Locket Down’ and ‘Down the Aisle’.
‘Down the Aisle’ is designed to be layered and mixed-and-matched, while 'Locket Down' is a vinyl foil spandex collection available in black and red hues.
Each set is packaged neatly into a Savage X Fenty Xtra VIP box with a bonus collectors’ Rihanna phone ring.
The campaign, which was lensed by Dennis Leupold, features models Adesuwa Aighewi, Fiffany Luu, Joan Smalls and Paloma Elsesser posing in a wildly kitsch bedroom.
Commenting on the collaboration, the brand's founder Rihanna, said: “I couldn’t imagine anyone other than Adam for Savage X Fenty’s first designer collaboration. Adam is everything the brand stands for – fun, playful, sexy.”
Selman and Rihanna have a storied history together. The designer was the man behind the diaphanous dress the singer wore to the 2014 CFDA Awards, which consisted of a second-skin sheer pearlescent nude gown embellished with thousands of crystals, a matching headscarf, and a furry stole.
“So many of my collections have been influenced and inspired by lingerie detailing and fabrics, so I jumped at the chance when Rihanna approached me to collaborate with Savage X Fenty," Selman explained. "Creating sexy pieces that empower and make you feel confident is at the core of everything I do, that is something Rihanna and I have always connected over."
Earlier this year the 31-year-old Barbadian star, the world’s wealthiest female singer, became the first black woman to lead a fashion brand at the world’s largest luxury conglomerate, LVMH, when she established Fenty.
The Locket Down box (£46), and Down the Aisle box (£30), are available to buy now at Savagex.com.
Scroll through the gallery above for more pieces available from the Adam Selman x Savage X Fenty collection.
