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The Ballad of Savage x Fenty

Rihanna’s lingerie-for-everyone line, once worth $1 billion, is now suffering from brain drain after its C.E.O. was poached by its biggest competitor. Can the business finally figure out how to leverage one of the world’s most famous stars?

Rihanna Savage X Fenty Show
Fenty Beauty, which Rihanna and LVMH launched in 2017, rewrote industry standards with its expansive range of foundation shades, and observers believed Savage x Fenty would do the same for intimates when it was founded a year later—a seemingly sure bet in an industry where nothing is guaranteed. Photo: Kevin Mazur/Getty Images for Savage X Fenty Show Vol. 2 Presented by Amazon Prime Video
Lauren Sherman
February 24, 2025

When I heard that designer Adam Selman was leaving Savage x Fenty, Rihanna’s joint venture with TechStyle, the El Segundo–based retail platform, I figured he was simply itching to get back into capital-F Fashion. Selman, who ran his own well-liked line for a spell, has collaborated with Rihanna on custom looks for years; designing $19 bras from an office park near the airport isn’t exactly the same thing. And while that may have been a factor in his departure, Selman is just one part of the story. My short mention of his exit last month elicited some fascinating information about the state of the business itself—and its future.