Savage X Fenty Valentines underwear range.
Savage X Fenty Valentines underwear range.
Image: Supplied

Unfortunately, my sexy undergarments are limited to Calvin Kleins (the ones without the holes) and a pair of briefs on which my girlfriend printed her face. 

Valentine’s Night shenanigans have generally been limited to grey sweatpants, Woolworth’s chocolates and Netflix, however, at least from a masculine standpoint, that does not have to be the case any more.

Rihanna’s Savage X Fenty Valentine’s Day collection includes a variety of risqué intimate garments that “celebrates fearlessness, confidence and inclusivity”, according to the website. Sexy garments that ensure you’re feeling better than cheap chocolates and a badly dubbed Polish soft-core film.

“We want you to feel sexy and have fun doing it,” continues the website. Savage X Fenty has taken the lingerie world by storm through their inclusive and diverse product ranges and marketing. The new ‘Glossy Fossy’ line for men ranges in sizes from XS to 3XL and includes crop tops, tank tops, boxer shorts, from basics to provocative pieces.

This collection, focused on bodies ignored by mainstream lingerie, opens up the conversation of what (cis or LQBTQI) men wear under their clothes and how products can make them feel good and confident.

The full spectrum of sexuality and body shape is significantly underrepresented and Savage X Fenty is making the important first steps in ensuring everyone can feel sexy, and see people like themselves as sexy.

The first physical, brick-and-mortar Savage X Fenty store opened in January 2022 in Las Vegas, with four more US-based stores to open in the next quarter. The label was valued at $1bn in February 2021 and an LVMH-sanctioned ready-to-wear label is on hold as the company focuses on the growth of lingerie, especially as Victoria Secret is wilting globally.

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