Savage X Fenty, the lingerie brand founded by superstar musician and fashion designer Rihanna, has made a bold move into the maternity wear market. The brand, known for its commitment to diversity in size and color, launched its new maternity capsule collection on August 9, 2023. This innovative line is designed to bring confidence and comfort to mothers at every stage of their journey, according to Rihanna.
The maternity collection features a range of styles that are both functional and fashionable. The pieces are inspired by some of the brand’s bestselling silhouettes, including Savage x Cotton, Floral Lace, and Savage Not Sorry. The collection includes new bralette styles with extra support for new and expecting mothers, featuring signature detailing with added technical features such as front-facing straps for convenience, a full nursing sling with a neckline to underarm opening, and a set of nursing clasps for easy adjustability and an optimal fit.
In keeping with Savage X Fenty’s commitment to inclusivity, the new bralettes come in an extensive size range from XS to 4X. The collection also includes an oversized graphic T-shirt that says “Make More Babies.” The price points for the collection range from $34.95 to $39.95 for Savage x Fenty VIP members and $44.95 to $49.95 for non-VIP members.
The maternity collection is available via the brand’s website, savagex.com, and at Savage x Fenty retail stores. The bralette styles will also be available at Babylist’s new showroom in Beverly Hills. The campaign for the collection is fronted by models Tabria Majors and Essence Tatiana, both well-known figures in the world of plus-size modeling.
Rihanna herself is seen wearing the Savage X Cotton Maternity Bralette in the campaign, showcasing the on-the-go ease of nursing with this collection. The cups on these key pieces are made considering nipple sensitivity for nursing parents. The latest range features elevated versions of maternity bras with added sensual details like lace trimmings, bold crisscross details, strappy V-necklines, and rose gold accents.
Rihanna’s vision for the maternity line is clear: “The new maternity capsule is about bringing that confidence and comfort to moms at every stage of their journeys. I want to remind people that you can still channel sexiness and feel good while being a parent,” she said. This launch marks a significant step in the brand’s mission to cater to a diverse customer base, primarily women who are young and very diverse, with 65 percent of shoppers between ages 18 and 35.
With this launch, Savage X Fenty continues to push boundaries and redefine what it means to be sexy and a mother, proving once again that maternity clothing can be cool, stylish, and functional.