Press Club

Rihanna’s lingerie brand is coming to Pentagon City

Singer and Savage X Fenty founder Rihanna (photo via Facebook)

When Grammy Award winner Rihanna wanted to open the first D.C. area store for her lingerie brand, the choice of location was obvious: Pentagon City.

Savage X Fenty will be opening this weekend at the Fashion Centre at Pentagon City mall. It’s the brand’s fifth brick-and-mortar location and the first in the Washington region.

The mall location — a block from Amazon’s under-construction HQ2 — affords it both plenty of local shoppers and a steady stream of out-of-town tourists to check out the e-commerce-oriented brand’s fashionable undergarments in person. It will stock items for both women and men, in an Instagrammable setting.

“Leading with innovation and design, the store boasts five distinct rooms – Ripple, Logo, Swirl, Video, and Evergreen – where shoppers are guided through interactive experiences and photo worthy moments, including a one-of-a-kind mannequin wall,” noted a press release. “The brand will also introduce proprietary chrome and lavender mannequins representative of real bodies that were modeled through 3D technology celebrating all body types and furthering its commitment to inclusivity.”

The store will be opening on Saturday.

The press release is below.

Savage X Fenty is thrilled to announce the opening of its fifth brick-and-mortar store on April 30, 2022 at Fashion Centre at Pentagon City.

Following the opening of the brand’s first four retail locations, Savage X Fenty has now arrived with its fifth location in the DC-metro area. The direct-to-consumer experience is the next step to bringing a fuller expression of the brand to consumers in key markets. Known for its always on and always listening approach to customers and immersive brand experiences, Savage X Fenty connects the energy of its highly engaged e-commerce and social community to a vibrant space for everyBODY to discover, shop and interact with the brand.

The unique store concept creates a bold and immersive design language for which the brand is recognized – customer discovery, endless merchandising opportunities and interchangeability between spaces are at the forefront, with an elastic design concept that allows for the retail space to expand the brand experience endlessly.

Leading with innovation and design, the store boasts five distinct rooms – Ripple, Logo, Swirl, Video, and Evergreen – where shoppers are guided through interactive experiences and photo worthy moments, including a one-of-a-kind mannequin wall. The brand will also introduce proprietary chrome and lavender mannequins representative of real bodies that were modeled through 3D technology celebrating all body types and furthering its commitment to inclusivity.

Savage X Fenty worked with technology platform FIT:MATCH to launch “Fit Xperience,” an app where a customer receives a body scan with augmented reality using a LiDAR-powered smartphone. With two devices per store, the groundbreaking patented approach uses a shopper’s precise 3D body shape to create a personalized “fit twin,” which then makes recommendations for Savage X Fenty products based on their exact size and shape. A first-of-its-kind in lingerie retail, the exclusive Savage X Fenty capability is simple to use with the help of an Xpert store associate or by themselves.

In addition to the fit technology integrations, fitting rooms are equipped with digital kiosk installations that will allow the consumer to scan in their product, check the pricing and browse through other similar products.

Continuing its commitment to its CarbonNeutral® certification, the Savage X Fenty retail experience will incorporate biodegradable hangers made of wheat straw as well as shopping bags made of RPET (recycled polyethylene terephthalate).

Savage X Fenty will open its doors on Saturday, April 30 with its men’s, women’s and accessories collections. It is located at Fashion Centre at Pentagon City and will operate:

  • Monday through Thursday: 11AM – 8PM
  • Friday & Saturday: 10AM – 9PM
  • Sunday: 12PM – 6PM

ABOUT SAVAGE X FENTY 

Savage X Fenty celebrates fearlessness, confidence and inclusivity. With a team assembled from the industry’s elite, the label has disrupted and redefined the marketplace with its accessible price point and extensive assortment of fashion-forward lingerie, underwear and sleepwear for everyBODY. “We want to make people look good and feel good,” explains Rihanna, who approaches Savage X Fenty with the same mentality she does all her projects–to make something new and fresh that everyone can relate to and feel confident in. “We want you to feel sexy and have fun doing it.” With fits from everyday basics, men’s underwear and sleepwear, and unique limited-edition styles, to more provocative pieces–Savage X Fenty has something for every mood, every vibe, and everyBODY. Offering bra sizes ranging from 32-46 in bands and A-H in cups (up to 46DDD/42H), and undies and sleepwear ranging from XS-3X/S-XXXL

Photo via Facebook

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