Savage X Fenty Logo PNG
The Savage X Fenty logo is associated with a brand that has redefined comfort and style in lingerie. Founded by Rihanna, it offers a variety of designs suited for different body types, along with comfortable loungewear, making its collections both versatile and inclusive.
Savage X Fenty launched in May 2018 as a joint venture between Rihanna and TechStyle Fashion Group, owner of Fabletics and JustFab. Its first collection offered 90 items, bras from 32A to 44DD, and underwear from XS to 3XL. The range sold out within 30 days, while the Xtra VIP subscription became a core source of recurring revenue.
The brand staged its first New York Fashion Week show in Brooklyn in 2018, where pregnant model Slick Woods appeared on the runway. Savage X Fenty Show Vol. 1 followed at Barclays Center in September 2019, mixing lingerie, live music, and dance. Amazon Prime streamed it in more than 200 countries and territories. That month, the company raised $50 million, with Marcy Venture Partners and Avenir Growth Capital participating.
Vol. 2 arrived in October 2020, followed by a men’s line. A $115 million Series B led by L Catterton in February 2021 pushed the valuation above $1 billion. Vol. 3 received an Emmy nomination, while a $125 million Series C in early 2022 lifted total funding to $310 million. The first flagship opened in Las Vegas, followed by stores in Houston and Los Angeles. Vol. 4 followed on November 9, 2022.
In 2023, the founder became executive chair. Nordstrom became the first US wholesale partner in August 2024, and Selfridges opened a London shop-in-shop that September. CEO Hillary Super then left for Victoria’s Secret. A planned IPO did not occur, and by early 2026 the company remained private without a permanent chief executive.
Meaning and History
What is Savage X Fenty?
This brand offers stylish and comfortable lingerie and sleepwear for people of all body types. The collection includes bras, panties, corsets, pajamas, and loungewear in sizes ranging from XS to 4XL. The designs combine current fashion trends, bold aesthetics, and high-quality materials. The brand prioritizes inclusivity and comfort, with fashion shows featuring a diverse range of models showcasing its latest collections in an innovative format.
2018 – today
The launch of Savage X Fenty was structured as an event where visual style played a key role in shaping a new fashion brand. The identity was developed by TechStyle Fashion Group, with creative direction by Phillipa Price. The visual campaign for the launch was organized by Be Good Studios. It was then, on May 11, 2018, that the audience first saw the Savage X Fenty logo, which set the tone for the brand’s entire communication.
The name is placed in one horizontal line, where the words “SAVAGE” and “FENTY” are separated by the letter “X.” It divides the parts of the name, yet also unites them into a single whole, reinforcing the idea of the brand as a union of boldness and refined style.
The font conveys a strict and confident aesthetic. A serif with geometric serifs and sharply defined contours is used. The proportions of the letters are balanced. The entire set is executed in uppercase, which gives the logo formality and underscores its status in the premium lingerie segment. The typeface resembles classical serif forms but is adapted to maintain a connection with modern perception.
The foundation is black text. It emphasizes the strength, status, and aesthetic rigor that the creators defined as the core of Savage X Fenty’s visual style. The result was an emblem where a simple typographic construction became the carrier of all the brand’s meanings.
