Rihanna's Got Love on the Brain as Lingerie-Wearing Cupid in New Savage X Fenty Campaign
The holiday "is a time to celebrate love in all its forms,” says the founder, whose brand's campaign also features 'Love Island' stars Serena Page and Kordell Beckham, and more famous faces
Savage X Fenty
Rihanna in Savage X Fenty Valentine's Day CampaignRihanna is getting to work, work, work, work, work in 2025.
Savage X Fenty is making Valentine’s Day 2025 a memorable one with the launch of its latest lineup, out now.
The “Needed Me” singer explained, “Valentine’s Day is a time to celebrate love in all its forms.”
She continued in the release, “at Savage X Fenty, we’re all about embracing love in every way and creating products that let people feel confident while doing so."
The collections aim to spark joy, pride and the brand’s “signature Savage energy” the release shared.
With an assortment of intimates, sleepwear and loungewear, it also speaks to everyone’s Valentine’s Day needs.
Savage X Fenty
Rihanna in Savage X Fenty Valentine's Day CampaignIn the Love Your Way campaign, the BadGal plays none other than Cupid, and serves up a sexy look in the brand’s Loveline Satin Balconette Bra, Loveline Lace Brazilian Panty, Loveline Satin Garter Belt and Satin Heart Pasties in Timeless Red.
She’s joined by Love Island stars Serena Page and Kordell Beckham (who wear The Classics Satin Sleep Boxers in Timeless Red in their image below), as well as TikTok sensations Hayley and Jules LeBlanc and models Jade Gordon, Minami Gessel and Noni Cyngor.
Related: Rihanna and A$AP Rocky Have Romantic Valentine's Day Dinner in Paris
As always, the brand aims to celebrate not just every mood but every body. Its bra sizes range from 30–46 in bands and A–H in cups (up to 46DDD/42H), while loungewear, sleepwear, sportswear and underwear range from XS–4XL.
In October, the “Love on the Brain” singer revealed her rules for wearing lingerie exclusively with PEOPLE.
Savage X Fenty
Rihanna in Savage X Fenty Valentine's Day Campaign“Lingerie, to me, should be worn any way and anywhere that you want … whether you want it to be seen on display outside of T-shirts or inside a jacket falling off, or just to be cozy or just to have a little support, [it doesn't matter],” she shared at the brand’s Lavish Lace Collection preview at Nordstrom at the Century City Mall in Los Angeles on Oct. 10.
Rihanna also made hearts flutter in December when she shared the brand’s Savage X Fenty onesies on Instagram, modeled by none other than her sons RZA, 2, and Riot Rose, 1, whom she shares with partner A$AP Rocky.
"Yea I know! 🤦🏿♀️ we are officially one of those families that match for the holidays 🤷🏿♀️🎁," she captioned the post.
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Savage X Fenty
'Love Is Blind' stars Kordell Beckham and Serena Page appear in Rihanna'a Savage X Fenty Valentine's Day CampaignNever miss a story — sign up for PEOPLE's free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories.
The “Diamonds” singer is no stranger to launching jaw-dropping Valentine’s Day campaigns. In 2023, she wore a black lace see-through bodysuit in a steamy video in which viewers caught glimpses of Rihanna posing while a beat and shattered glass could be heard.
While the star captioned her post, "phuck yo roses ♥️," the brand went with "crushing hearts and snappin' necks ❤️🔥 #XXSavageX,” on their account.
Shop the 2024 collection now.
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