The Savage X Fenty Piccadilly collection has its most persuasive advocate in Rihanna herself, who appears in the brand’s latest campaign wearing the Piccadilly Lace Thong Panty in the Black Caviar colourway, a piece the label has already flagged on its site as ‘Rihanna’s Pick’ and listed among its top bestsellers.
The thong’s construction is worth describing, because the details are where the design earns its confidence. A dark, sheer lace base carries bright floral embroidery: pink blossoms, teal leaves, purple accents. High-cut leg openings and scalloped edges at the waistband, then, from the back, a keyhole cut-out at the centre of the strap. The effect is maximalist in colour, restrained in silhouette. Rihanna paired it with a matching underwired bra in the same multi-coloured floral embroidery over sheer mesh cups. The set retails at $29.95 for non-members; VIP members joining new can access it at $5.98.
The Piccadilly Campaign in Context
The campaign itself follows Savage X Fenty’s now-familiar grammar: a founder who models her own product, a body presented without the usual apparatus of concealment, styling that reads as effortless rather than worked-over. Rihanna’s hair is in a loose updo, tendrils at the face; the makeup is gloss and bronzer rather than contour and drama. The message the brand has always sent is that the lingerie exists for the person wearing it, not for an imagined observer, and the Piccadilly Lace Thong Panty, in the way it sits and the way it photographs, makes that argument again.
What gives the campaign an additional dimension in 2025 is where Savage X Fenty now sits commercially. According to ECDB, the brand’s annual sales amounted to $52m in 2025, a figure that speaks to the distance travelled since its 2018 launch as a primarily digital-native label. The route to that scale has run, in part, through brick-and-mortar.
Savage X Fenty Retail Expansion and the Selfridges Debut
The brand’s physical retail ambitions have been among its more consequential strategic moves. In August 2024, Savage X Fenty launched across 16 Nordstrom stores and nationwide on Nordstrom.com, a partnership that brought inclusive sizing and the brand’s price architecture into established department-store territory for the first time at that scale.
More recently, and with a different kind of cultural weight, the brand has debuted at Selfridges on Oxford Street, marking its first brick-and-mortar presence outside the United States, according to Retail Dive. Selfridges is not simply a retail address; it is a position statement. The store has long functioned as a barometer of which brands are taken seriously in Britain as cultural propositions rather than just commercial ones. Savage X Fenty’s landing there registers the brand’s passage from disruptor to institution, or at least to the anteroom of one.
The Selfridges news arrived alongside a leadership shift that Retail Dive also reported: Hillary Super, who had taken over the chief executive role from Rihanna a little over a year ago, has moved to Victoria’s Secret. The irony is not subtle. Victoria’s Secret spent years as the dominant cultural reference point for lingerie, then lost ground in precisely the territory Savage X Fenty occupied: size range, representation, the refusal to sell aspiration-through-exclusion. Super’s move is the kind of personnel crossover that tends to signal a sector rearranging itself.
None of that rearrangement is visible in the Piccadilly Lace Thong Panty campaign, which has the focused quality of a brand that knows exactly what it is doing. Rihanna in front of a camera wearing her own product, the floral lace catching the light, the keyhole cut-out at the back: the Savage X Fenty Piccadilly collection makes its case without needing to reference the competitive landscape at all. The Selfridges opening gives that case a new address.
