When Rihanna Made Underwear

Rihanna made an underwear line and actually made it good, which shouldn’t have surprised me but did. Savage × Fenty isn’t celebrity merch with her face printed on cheap fabric—it’s solid basics at prices that don’t immediately make you hate yourself. Tangas around 25 euros, bras between 20 and 30, corsets closer to 100. You could wear these and feel fine in them, which is the whole point.

The comedy is that underwear is the most intimate place a celebrity brand can touch you. Literally against your skin, under everything else. Someone is going to see you in Rihanna’s underwear, and there’s something both ridiculous and almost honest about that—you can’t laugh it off or hide it. It’s just there, between you and whoever.

She treats this like she treats everything else. Puma collabs, beauty empire, working constantly without sleeping. Somewhere in all that she developed actual opinions about what underwear should do. No mythology, no scarcity games, no limited experience nonsense—just functional designs at fair prices. That’s the rarest approach in celebrity branding, which is probably why this doesn’t feel like a cash grab at all.