Rihanna’s got love on the brain and in her lingerie!

The Savage x Fenty owner kicked off the year with their “V-Day Shop,” unveiling a red-themed collection that blends lingerie, coordinated sets, and romantic styling for the holiday. The campaign, styled with mythic Aphrodite visuals in some very gorgeous rollout images, includes lace balconette bras, robes, and matching pieces and emphasizes inclusivity with sizing across wide band and cup ranges and apparel sizes from XS to 4XL, because Rihanna is an inclusive queen. “Valentine’s Day is a time to celebrate love in all its forms,” said Rihanna in a statement. “At Savage x Fenty, we’re all about embracing love in every way and creating products that let people feel confident while doing so.”

The sultry collection’s Love So Savage campaign imagery features everyone’s favorite Bad Gal in statement sexy looks, literally sparkling as she makes direct eye contact with the camera. And she’s not alone! The drop features a cast of models including “Love Island” stars Serena Page and Kordell Beckham, as well as Lovie Simone and others. 

The visual direction references classical sculpture and modern romance. The brand continues Savage x Fenty’s longstanding approach of mixing theatrical campaign aesthetics with broad size inclusivity. 

This Valentine’s Day drop offers pieces across a range of fits and includes coordinating loungewear and lingerie items intended for gifting and self-wear. The drop also consists of multiple collections, including Loveline, a set of satin and lace lingerie, and Valentine Fine, pinstriped poplin sleepwear for men. The campaign messaging stresses empowerment and body positivity, consistent with Savage x Fenty’s prior seasonal drops. Rihanna teased the line on social platforms with striking imagery and short videos directing shoppers to savagex.com for the new designs. 

Savage x Fenty’s larger growth as a direct-to-consumer brand uses high-production campaigns and celebrity-led creative to drive seasonal sales. It’s almost like Rihanna has that special sauce that everyone wants a part of and she’s offering it via lingerie.