Rihanna unveils new Savage X Fenty lingerie campaign as investors eye Fenty Beauty stake

Rihanna front‑lined the latest Savage X Fenty campaign, modeling black‑and‑white lace, stockings, stilettos and a garter belt while holding a red stop sign. The shoot featured high‑end jewelry, including a $42,000 Fernando Jorge ring and a diamond necklace valued at $123,500.

The visual push coincides with reports that Jay‑Z‑backed Marcy Pen Capital Partners is pursuing the half of Fenty Beauty owned by LVMH. The cosmetics brand, which generated about $450 million in net sales in 2024, is estimated to be worth $1‑2 billion. LVMH retained a 50 % stake and hired Evercore to explore a sale, while Rihanna holds the other half.

The campaign continues Rihanna’s strategy of modeling her own products, reinforcing the brand’s message that lingerie should be worn for personal confidence and self‑expression.