In 2018, Rihanna launched a new lingerie line called Savage X Fenty. On September 12, 2018, the first Savage X Fenty Show took place at New York Fashion Week. Models included Bella Hadid, Gigi Hadid, Indira Scott, and Slick Woods.

Harper's Bazaar called it "a celebration of racial diversity and body inclusivity."

Savage x Fenty is a company that celebrates all body shapes and encourages confidence through women and men lingerie.

On September 10, 2019, the first special was filmed at Barclays Center in Brooklyn for New York Fashion Week, with a group of dancers choreographed by Parris Goebel. It featured Rihanna, along with supermodels Gigi Hadid, Bella Hadid, Cara Delevingne, and Joan Smalls, appearances by 21 Savage, Normani, Christian Combs, and Paloma Elsesser, and performances by Halsey, Migos, Big Sean, DJ Khaled, Fat Joe, Fabolous, Tierra Whack, and A$AP Ferg.

Vol. 2 was filmed at the Los Angeles Convention Center and showcases Rihanna's Fall 2020 collection, and includes performances by Travis Scott, Miguel, Rosalía, Bad Bunny, Ella Mai, Mustard, and Roddy Ricch. Featured on the runway are Bella Hadid, Big Sean, Cara Delevingne, Christian Combs, Normani, Paloma Elsesser, Lizzo, Demi Moore, Gigi Goode, Irina Shayk, Laura Harrier, Paris Hilton, Rico Nasty, Ryan Garcia, Shea Couleé, Willow Smith, and Jaida Essence Hall, with dancers choreographed by Parris Goebel.

Vol. 3 was filmed at the Westin Bonaventure Hotel in Los Angeles and includes performances by Nas, Daddy Yankee, BIA, Jazmine Sullivan, Ricky Martin, Normani, and Jade Novah, and appearances from Adriana Lima, Alek Wek, Behati Prinsloo, Bella Poarch, Eartheater, Emily Ratajkowski, Erykah Badu, Gigi Hadid, Gottmik, Irina Shayk, Jeremy Pope, Joan Smalls, Jojo T. Gibbs, Leiomy, Lola Leon, Lucky Blue Smith, Mena Massoud, Nyjah Huston, Sabrina Carpenter, Soo Joo Park, Symone, Thuso Mbedu, Troye Sivan, Vanessa Hudgens, and Cindy Crawford.