88% matchParade
Same size-inclusive DTC intimates playbook, brighter palette
What changes: No membership pricing or celebrity runway spectacle; smaller bra range
Brand profile
Savage x Fenty
Rihanna's direct-to-consumer lingerie brand, known for size-inclusive bras and underwear, membership pricing, and streamed runway shows.
El SegundoOrigin
WomenswearFocus
StreetwearStyle
$$Price
4 brands like Savage x Fenty like Parade, PSD Underwear, iheartraves →
What to know about Savage x Fenty
Savage X Fenty is a direct-to-consumer lingerie label launched by Rihanna in May 2018 and based in El Segundo, California. It sells bras, undergarments, sleepwear, loungewear and menswear across an extended size range, sold both at full price and through a monthly Xtra VIP membership. The brand is known for its runway shows streamed on Amazon Prime Video and for casting models of varied sizes, ages and gender identities. Investors include L Catterton and Neuberger Berman, which led a $125 million round in 2022; it also operates US retail stores.
If you like Savage x Fenty
88% match
68% matchPSD Underwear
Bold logo-waistband underwear, athlete-led rather than celebrity
What changes: Menswear-first, sport/graphic focus, no bra fit engineering
62% matchiheartraves
Body-forward mesh sets and bodysuits, extended sizing
What changes: Festival/rave dressing rather than intimates and loungewear
62% matchJLUXLABEL
DTC body-con dressing with the same sensual marketing tone
What changes: Going-out ready-to-wear, not bras or sleepwear
Brand facts
- Founded
- 2018
- Origin
- El Segundo, United States
- Made in
- Asia, China
- Price
- $$
- Focus
- Womenswear
- Styles
- Streetwear, Athleisure / Sportswear, Y2K