Rihanna has launched her holiday SAVAGE X Holiday 2018 lingerie collection in a series of scalding images by Charlotte Rutherford. There’s a grand tradition of church hats in the African American and Caribbean communities and Rihanna wears a perspex bubble chair with a wide-brim had made of electric blue tulle.
Her holiday collection will offer denim reworked into lingerie and sleepwear, including printed denim chiffon in a range of sizes from 32A to 40DDD in bras and XS to 3X in underwear and sleepwear.
'We getting NAUGHTY-not-NICE this season,' the pop star/fashion designer captioned the sultry images on Instagram, where she poses in scarlet briefs that read naughty on the waistband.
In a marketing move that’s a true volley across the net to Victoria’s Secret, Rihanna is promoting her 12 Days of Savage, with a special collection selling at a deep discount with a different style/item every day.
Rihanna’s SAVAGE X brand is a blip on the screen, compared to the embattled Victoria’s Secret brand. But her marketing prowess gives key pointers in how to play David and Goliath hardball with the retail giant.