Rihanna’s Eye-Popping Lingerie Campaign Arrives Amid Billion-Dollar Fenty Talks

Earlier July campaigns featured her wearing hot pink lace and a butter-yellow set, following a coral Monamour collection shoot released this spring.

AllHipHop covered her May campaign, when Rihanna promoted strawberry-print lingerie while posing across a kitchen counter in matching heels.

Her frequent appearances reflect the sales philosophy Rihanna described when Savage X Fenty launched in 2018.

“Women should be wearing lingerie for their damn selves,” Rihanna told Vogue. “I can only hope to encourage confidence and strength by showing lingerie in another light.”

“You don’t have to stick to one personality with lingerie; it’s fun to play around,” she continued. “You can be cute and playful one week and a black widow next week.”

Rihanna later expanded that message by explaining lingerie should work beyond bedrooms, staged campaigns or somebody else’s approval.

“Lingerie, to me, should be worn any way and anywhere that you want,” she told People. “Whether you want it to be seen on display outside of T-shirts or inside a jacket falling off, or just to be cozy or just to have a little support, [it doesn’t matter].”

The business story gets complicated because Savage X Fenty and Fenty Beauty are separate companies, despite sharing Rihanna’s name and marketing power.

Recent acquisition reports concern Fenty Beauty, which generated approximately $450 million in 2024 net sales and carries an estimated $1 billion to $2 billion valuation.

Rihanna owns half the cosmetics company, while LVMH retained the remaining 50 percent and hired Evercore to explore selling its position.

Jay-Z-backed MarcyPen Capital Partners reportedly emerged as a leading buyer after previously investing in Savage X Fenty during funding rounds in 2019 and 2022.

That history means MarcyPen already sits inside Rihanna’s broader business orbit, but no completed Fenty Beauty acquisition has been publicly announced.

Related