Savage X Fenty – 2024 Brand Evolution

In August 2024, Savage X Fenty unveiled a bold rebrand designed to elevate the customer experience and expand its reach. Storytelling played a pivotal role in this transformation, and I led the development of product-focused copy for new core collections, ensuring that every piece of creative aligned with the brand’s refreshed strategy. While refining the voice to match this evolution, I remained true to the fearless, unapologetic spirit that has made Savage X Fenty a cultural force.

With Rihanna at the forefront, the launch was a seamless fusion of strategy, creativity, and user experience. Every touchpoint—from campaign messaging to UX copy—was crafted to reinforce the new brand positioning while keeping engagement high. The rebrand generated significant buzz in the press, resonated deeply with customers, and set the stage for a strong year-end performance, solidifying Savage X Fenty’s leadership in the lingerie industry.