*Rihanna’s Savage x Fenty brand is being credited, by many, for hammering the final nail in the coffin of the Victoria’s Secret fashion show.
Last month, L Brands, the parent company of the lingerie retailer, officially canceled the 2019 show. According to USA Today, the company noted in its Q3 earnings report: “Given the decline in performance at Victoria’s Secret, we havesubstantially pulled back on capital investment in that business while we focus on ensuring that our merchandise resonates with customers.”
Meanwhile, Kayla Kibbe of insidehook.com writes:
Rihanna’s successful Savage x Fenty brand has quickly gained popularity since its launch in 2018, attracting praise for being, well, everything Victoria’s Secret isn’t. The brand’s core ethos of body, size and racial inclusivity stand in stark contrast to Victoria’s Secret’s long-criticized adherence to ultra-thin models upholding increasingly outdated western beauty ideals.
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I said it before I’ll say it again, Rihanna really killed & buried Victoria’s Secret. It’s official. https://t.co/AZYugrrMrg
— Valentino (@DIORSBITCH) November 22, 2019
The former CMO of Victoria’s Secret, Ed Razek told Vogue last year “the show is a fantasy” so viewers don’t want to see “diverse” models. The opposite has been key to RiRi’s success.
The singer’s Savage x Fenty fashion show in September celebrated race, size and diversity, and was available to 100 million Prime subscribers in more than 200 countries. Additionally, her beauty brand generated $558 million in its first full year in operation.
“You know when you bite into really fresh fruit or fish, and you’re like ‘Oh, this is what it’s supposed to taste like?’ That’s how I felt watching Rihanna’s Savage x Fenty lingerie show,” wrote The Cut’s Emilia Petrarca.
Rihanna previously told Vogue that “women should be wearing lingerie for their damn selves,” adding, “I can only hope to encourage confidence and strength by showing lingerie in another light.”
In September, Savage x Fenty raised $50 million in funding. Meanwhile, Nielsen says the Victoria’s Secret fashion show has lost more than half its television audience in two years.
The brand said the decision to cancel the show was part of a move to “evolve the marketing of Victoria’s Secret.”
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