[EXCLUSIVE] Lingerie Line From Rhianna is Coming to Atlanta

Savage X Fenty, the lingerie brand co-founded by singer Rihanna in 2018, will open in Atlanta later this year.  The brand, which emphasizes confidence and inclusivity (with sizes XS to 3XL) and is designed for all genders, sizes, and backgrounds, will open alongside Moose Knuckles in the upper portion of the once two-level home of Topshop.  The new Lenox Square outpost will be among six new brick and mortar stores the fledgling brand opens in the coming months.  

ToNeTo Atlanta first heard rumblings of a possible Atlanta outpost of Savage X Fenty earlier this year, and while Lenox Square at the time made the most sense, reps for the mall denied there was a deal in place.  Things have clearly changed, and while permits have yet to be filed, the brand and location is already referenced several places on Lenox Square and owner Simon Property Group websites.  

Along with lingerie, the line features bras, underwear, sleepwear, and loungewear, with generally affordable prices.  The brand also has an optional membership program called Xtra VIP, that for $49.95 per month offers exclusive discounts, early access to product releases, and limited-edition boxes.  If the program sounds familiar to Fabletics, there's a good reason.  Savage X Fenty, like athleisure retailer Fabletics with actress Kate Hudson, is a joint venture between Rihanna and TechStyle Fashion Group.  Fabeltics this past October opened a store on the second floor of Lenox Square.  

The new Savage X Fenty store will be just three doors down from Victoria's Secret and its sibling brand, PINK, and four door down from American Eagle's Aerie, its lingerie line.    

As the brand tells it:

"Every BODY deserves to be celebrated, it’s as simple as that. Savage X Fenty believes that people should feel good about their bodies. Our styles are all about individuality, freedom of expression and self-empowerment. No matter who you are, your size, your shape, your color, your goals — we want Every BODY to see themselves in Savage X.  There are no rules with us."

Rihanna also has makeup company Fenty Beauty, which prides itself on offering over 40 colors of foundation, which is run independently of the lingerie line. 

After debuting online and operating a pop-up in Brooklyn, the brand debuted its brick and mortar presence earlier this year with five stores: Las Vegas (Fashion Show), Culver City/Los Angeles (Culver City Mall), Houston (The Galleria), King of Prussia/Philadelphia (King of Prussia), and Arlington/Washington, D.C. (Fashion Centre at Pentagon City.)  

According to the Savage X Fenty website, Atlanta will be among six additional new locations planned with others slated for Chicago IL, Long Island NY, Detroit MI, St. Louis MO, and Newark, DE.  Lenox Square marks the fourth Simon Property Group-owned center to include Savage X Fenty in its retail lineup joining The Galleria, King of Prussia and Fashion Centre at Pentagon City.  

In addition to Savage X Fenty and the aforementioned Moose Knuckles, Canadian fashion brand Aritiza is opening a new store at Lenox Square (in place of Gap) and Ferrari is also opening a boutique in the mall (in place of Tesla).  Also, North Italia opened its first Atlanta area restaurant June 22 at the front of the mall, with Shake Shack expected to open "soon" and fine jeweler Blue Nile expected to open July 8.  

Are you already a Savage X Fenty shopper and are you excited to see the retailer join the retail options at Lenox Square?  What other stores would you like to see open at Lenox Square?  Where do you shop most often for lingerie?

Please share your thoughts below.