- Rihanna dropped a new Savage X Fenty summer campaign on July 1, 2026, captioned "new savage for de summa ☀️🌼"
- The shoot features a yellow lace lingerie set, an inflatable pool float, and layered gold jewelry
- It's the brand's latest seasonal drop in a steady 2026 rollout, continuing since its 2018 launch
- Fans flooded comments praising the color palette within hours, while asking about restocks and sizing
Rihanna is keeping her summer streak alive. The singer and entrepreneur shared a new poolside campaign for Savage X Fenty, the lingerie label she launched in 2018 and still fronts personally.
The images show her in a soft yellow balconette set with an oversized matching shirt from the brand’s new “Daisy Riot” collection, layered gold necklaces, and pink heels, lounging beside a pool and riding an inflatable peacock float.
The rollout fits Savage X Fenty’s long-running formula: size-inclusive designs, real-body campaigns, and Rihanna as the face of nearly every major drop.
This is also part of a busier lingerie and intimates season overall. Just weeks earlier, fellow founder-entrepreneur Sydney Sweeney fronted a fresh SYRN lifestyle video for her own self-founded brand, while other stars leaned into summer beauty pushes, including Sabrina Carpenter’s Sweet Tooth mini perfume collection and Kylie Jenner’s new face product campaign for Kylie Cosmetics.
Beyond lingerie, Rihanna continues to run Fenty Beauty. In early 2025, the brand named rapper GloRilla its first-ever joint ambassador across Fenty Beauty, Fenty Skin, Fenty Hair, and Savage X Fenty.
Savage X Fenty itself has a deep ambassador bench beyond its founder, having previously worked with names like Normani, Gigi Hadid, Bella Hadid, and Anitta.
Takeaways
Rihanna’s personal star power remains Savage X Fenty’s ultimate defensive moat. Following the high-profile exit of former CEO Hillary Super to chief rival Victoria’s Secret, Savage X Fenty isn’t just selling summer lingerie with the “Daisy Riot” campaign, it’s actively protecting its market share.
By keeping its billionaire founder front and center, the brand reinforces its cultural dominance over legacy players trying to adapt its inclusive blueprint.
Does staying the primary face of her own brand still work for Rihanna at this stage of her career? How does Savage X Fenty’s founder-led approach compare to brands that build ensemble ambassador rosters?
