Rihanna Models Savage x Fenty's Signature Script Line

Rihanna for Savage x Fenty Signature Script. Courtesy of Rihanna

There are many celebrity brands out there. Some may say too many. It seems like every star has decided to start their own fashion or beauty label. Selena Gomez has Rare Beauty, Hailey Bieber is behind Rhode and Gigi Hadid serves as creative director of cashmere brand Guest In Residence. Then there's Rihanna. She's created a Fenty empire. How? By being her own best spokesperson.

Obviously, many celebs appear in their respective brand's advertisements. But Rihanna has turned self-promotion into an art form. When she introduced Fenty Beauty, she not only served as model for the beauty brand's advertising campaigns, she put together how-to video tutorials. (It's like having a free subscription to MasterClass.)

When she unveiled Savage x Fenty, RiRi slipped on her best lingerie and posed for the advertising campaign. So it's no wonder why it made such a splash. The fact that it caters to all body types and sizes and offers discounts when you enroll in its VIP program are also contributing factors. Now that's not to say Savage x Fenty doesn't have its fair share of ambassadors. Normani kicked things off paving the way for Megan Thee Stallion, Indya Moore and more. So why is RiRi still doing the heavy lifting when she's got such an amazing talent roster to choose from?

The answer is simple. She's a savvy businesswoman. RiRi knows that her customers, both current and potential, want to see her as much as possible. It's another way of saying she stands behind her product. She's also tapped into her own life experiences to continue to grow the brand. Like when she designed a maternity collection while pregnant with her second child. A case of art imitating life. On a slightly separate note, her pregnancy outfits are something to behold.

So it makes total sense that now that it's time to promote a new Stage x Fenty collection, RiRi is reporting for duty. The Savage x Fenty Signature Script collection offers everything from bras to slips to teddies to sleep shorts. In the advertising campaign, RiRi models several looks while relaxing in a bed made up with Savage x Fenty bedsheets. Which are currently not available for purchase. Although in one shot she appears to be signing a rather long, like CVS-long, receipt.

See more of the Savage x Fenty Signature Script advertising campaign on RiRi's Instagram and you can shop the new line right now on the brand's website.