Rihanna doubles up at Selfridges with exclusive lingerie and haircare launches

Rihanna’s making a big fashion and beauty statement at Selfridges this month via the global celeb’s Savage X Fenty and Fenty Hair brand launches.

Let’s start with the star’s intimates, loungewear, and sportswear brand, which has opened a shop-in-shop within the department store’s lingerie department on Oxford Street in London. At the same time, there’s Fenty Hair’s launch of its full haircare range exclusively into Selfridges’ UK stores across London, Birmingham and Manchester. 
 
Importantly, it will be both brands’ first port-of-call in their European rollouts, becoming Savage X Fenty’s first retail partnership in the UK, and its very first international physical location.

The lingerie shop-in-shop presents the brand’s extensive assortment of styles “designed for all body types at accessible price points and “with a bold embrace of individuality”.
 
The range includes the brand’s latest product innovation and softest collection yet, Soft N’ Savage, as well as Savage X Fenty’s bestselling fashion and core collections, including Savage Not Sorry, Mod Poppy, Romantic Corded Lace and Sheer X.
 
Genevieve Kunst, SVP and GM Europe at Savage X Fenty, said: “This is just the beginning of a very exciting chapter and this partnership is the perfect starting point for us to showcase the brand’s commitment to delivering accessible, innovative products that are made for everybody.”
 
Savage X Fenty at Selfridges offers bra sizes ranging from 32A-42D and underwear and lingerie sizes ranging from XS-4X. Retail prices start at £15.

 Meanwhile, Fenty Hair’s launch at Selfridges follows its successful debut online this summer. The rollout presents its full product range exclusively into Selfridges.
 
To celebrate the occasion, Fenty Hair has taken over The Corner Shop in Selfridges flagship London store across 3-28 September,  renaming it Mane Street “to create a fully immersive version of the most stylish street in town, inspired by the campaign video,” which also features artist Jess Glynne.
 
Inside Mane Street, Selfridges’ customers “will be taken on a journey of product discovery, trial, and styling”.
 
Powered by proprietary complex Replenicore-5, the full Fenty Hair range includes The Comeback Kid Instant Damage Repair Treatment.
 
Fenty Hair will also be popping up at the Dome Site in Manchester Trafford Centre (9-22 September) and at the I-Site in Selfridges Birmingham (14-27 October). Guests will be able to pre-book styling or consultation appointments at the Fenty Hair Heaven Salon.