Savage X Fenty, Rihanna's wildly successful lingerie empire, has introduced a new category: sport.
Adam Selman, a close collaborator of Rihanna's, will oversee Savage X Fenty Sport as executive design director (he will also head the brand's loungewear division). Selman, who has designed stage looks for Rih since 2011, once helmed an eponymous ready-to-wear-line. In 2019, he decided to shutter the brand and launch Adam Selman Sport (A.S.S.), a range of directional athleticwear.
In March, Selman announced he would also shutter A.S.S. "Cant wait to announce what is next. Big things happening," he captioned an Instagram post breaking the news.
Now, it's clear that that Selman's next move is a role with Rihanna, whom he famously dressed for the 2014 CFDA Awards: remember that Swarovski crystal "naked" dress, a gown that would inspire countless imitations?
"We wanted to push the boundaries with how we define sport and sportswear and there is no one I’d rather do that with than Adam," the Bad Gal said in a press release. "We think of sport as how you move through your life. I want people to feel sexy, carefree and powerful when they put these pieces on and Adam is the perfect designer to carry out that vision."
Savage X Fenty's first Sport collection — a range of sheer-paneled leggings, sports bras, and cut-out body suits — will feature in Rih's fourth Savage X Fenty Show and drop after its premiere on November 9.
