A fashion collaborator of Rihanna since 2014, designer Adam Selman worked on Savage x Fenty’s 2020 Valentine’s Day capsule collection after launching his namesake sportswear brand Adam Selman Sport. Selman has been named Executive Creative Director of Savage X Fenty Sport, and we are here for it. Sportwear is everywhere on these streets, and Rihanna and her brand Savage X Fenty Sport are upping the ante.
Rihanna Savage X Fenty’s Sportswear With Adam Selman
To announce this venture, Selman spoke to Vogue about the new line and said, “It’s the perfect marriage of lingerie-inspired activewear that isn’t like anything else on the market,” adds Selman. “We wanted to create something unique and bold that can speak to the existing customers but also open up a whole new realm of possibilities for us.”
Vogue also spoke with Savage x Fenty CEO Robyn Rihanna Fenty, who shared, “I was inspired by everyday life. Everything is a sport. Being pregnant is a sport. So it was about fit and fabric for me, and I let Adam play with everything else. The pieces are sexy and snatch you, but it’s functional and describes the whole Sport collection. Sexy. Functional. Fashion.”
With a campaign that features influencing ambassadors, such as supermodel Precious Lee and TikTok star Avani Gregg, the brand’s core pieces will be included in the hot anticipated upcoming Savage X Fenty show on 9 November. “We are just getting started and it’s amazing to work in a female-led and driven company,” beams Selman. “I’m excited for the journey and can’t wait to keep showing off the cool pieces that we’re creating.”
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Photo Credit: Savage X Fenty