Rihanna stars in new Savage X Fenty lingerie campaign

Rihanna has launched a new advertising campaign for her lingerie brand, Savage X Fenty, featuring the singer modeling the latest summer and winter 2026 collections. The campaign utilizes an unconventional setting, with the 38-year-old artist posing near various road signs, including a “stop” sign, on a street.

In the promotional imagery, Rihanna is seen wearing black lace lingerie, sheer stockings, and high heels from Christian Louboutin. The visual contrast between the everyday roadside setting and the bold fashion pieces has drawn significant attention on social media.

Beyond the fashion launch, the use of the “stop” sign in the campaign has prompted fans to speculate about the singer's musical future. Many followers have interpreted the imagery as a sign for Rihanna to release her long-awaited ninth studio album, often referred to as “R9,” following her last release in 2016. Recent reports also suggest the artist has been active in the studio, fueling further anticipation.