Selfridges is launching a partnership with lingerie brand Savage X Fenty online and in the retailer’s Oxford Street store.
The collaboration, which marks the brand’s first physical sales location in the UK, will “enable customers to experience IRL what has globally made Savage X Fenty so unique,” according to the intimates and loungewear company.
Savage X Fenty SVP and GM Europe Genevieve Kunst said the collaboration was “just the beginning of a very exciting chapter for Savage X Fenty.”
She explained: “We’re so excited to finally announce our first international retail space at none other than the quintessential shopping destination – Selfridges.
“This gives us an opportunity to be brought closer to our UK and international shoppers, and to connect with Selfridges’ unique and diverse customer base.”
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Selfridges director of menswear and womenswear Bosse Myhr added: “This partnership allows us to offer our customers even more choices to express themselves with confidence and style. We are excited to offer the collection to our customers and community.”
The Savage X Fenty collection will feature bra sizes from 32A-42D as well as lingerie and underwear sizes from XS-4X, with prices starting from £15.
The lingerie brand, which was founded by singer Rihanna, opened its first physical store in Las Vegas back in 2022, after securing investment totalling £93.13m in a funding round.
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