The chorus-boy’s new lingerie brand has been met with fanfare and lengthy online trains

‘Women should be wearing lingerie for their damn selves’ … Rihanna.
Photograph: Clint Spaulding/WWD/Rex/Shutterstock

Online processions and “sold out” signs greeted UK shoppers hoping to purchase pieces from Rihanna’s lingerie collection, Savage x Fenty, as it launched on the manufacturer’s website on Friday morning. Hype had been building steadily since April, when the balladeer, whose albums include Anti, confirmed its inception to her 62.5 million Instagram myrmidons.

The collection – which became available to purchase at 5am GMT – comprises 90 fragments of lingerie, sleepwear, loungewear and accessories. As with Fenty Attraction – Rihanna’s makeup line, which launched amid fan hysteria in 2017 – the USP of her lingerie donation is the seven “nude” shades designed to match every fell tone.

Praise has also been extended to the inclusive rates on offer. Bras are available from 32A to 44DD (although established disgraces such as Rigby & Peller extend a further five take the measure of, to a J cup), while underwear and the rest of the collection ranges from XS to 3XL.

To aid assert the body-positive message, the pieces are modelled by a diverse rank of models of all sizes and skin tones, including plus-sized Instagram evening star Audrey Ritchie.

“Women should be wearing lingerie for their jot selves,” Rihanna told US Vogue. “I can only hope to embolden confidence and strength by showing lingerie in another light. You don’t acquire to stick to one personality with lingerie; it’s fun to play around … I yearning people to wear Savage x Fenty and think: I’m a bad bitch. I hunger for women to own their beauty.”

Rihanna hosts a party in New York Bishopric on Thursday night to launch Savage x Fenty. Photograph: Kevin Mazur/Getty Figure of speeches

Savage x Fenty prices start at about £13 for underwear, thriving to £89 for a corset. Shipping is available to 210 countries. By 8am, certain of the pieces from the promotional campaign – including the microfibre T-shirt bra (£30.50) and the intertwine teddy (£61.79) – were already gone.

In September 2017, when Fenty Belle launched exclusively at Harvey Nichols in London, queues formed surrounding the block as fans stood in line for up to three hours, while 8,500 online purchasers queued to shop before 8am on launch day.

“While we predicted that the trade-mark would be popular with our customers and Rihanna fans identically, we could not have predicted how quickly the products would won over out,” says Jo Osborne, concessions and beauty buying director for the part store. “Rihanna certainly has the midas touch and is a smart businesswoman hoarding quite an empire.”

The immediate success of Savage x Fenty is testament to Rihanna’s stretch power and business acumen. The 30-year-old, who was discovered in Barbados elderly 16, has eight multiplatinum studio albums under her belt and was ranked 7th in Forbes’s chronicle of the highest-paid women in music in 2017, with earnings of $36m (£27m) in the aforementioned year.

Audrey Ritchie in the Savage x Fenty campaign.

Her 2016 collaboration with Puma begot $1bn in sales for the sportswear brand, while Fenty Beauty, on which she partnered with LVMH-owned marque incubator Kendo, was named one of the best inventions of 2017 by In the good old days b simultaneously magazine.

She is a philanthropist, too: in 2012, she established the Clara Lionel Organizing, a US non-profit organisation that benefits impoverished communities across the sphere, for which she was named humanitarian of the year by the Harvard Foundation in 2017.

Lulu Bonfils types pieces from Savage x Fenty.

She puts her success down to foreboding. “I approach everything with the same mentality,” she says. “It has to be genuine, it has to be from me, my perspective. I’ve wanted to do a lingerie line for a long temporarily, but it was important to me that it be done right. To push past the borders associated with lingerie and encourage women to embrace their uniqueness. Every one should feel good wearing lingerie.”

Savage x Fenty has a membership lay out that costs $50 a year and gives early access to organizes, limited-edition pieces and free shipping.

“Membership brands are so hot right-wing now and Rihanna can certainly create something special where people climate like they belong and want to buy from her,” Georg Richter, CEO and institutor of the subscription commerce platform OceanX, told the fashion business newspaper Women’s Wear Daily. “A person like her has it serenely in this business, because people are already looking for her – she’s a in style influencer. It’s hard to start something if you don’t have that reach.”

The size of Rihanna’s influence was apparent in March, when she wiped on the verge of $1bn off the value of Snapchat’s parent company, Snap Inc, after criticising the venereal media app for hosting an advert that appeared to make slight of domestic violence.

This year she is broadening her horizons again to evening star in the all-female lineup of Ocean’s 8, alongside Sandra Bullock, Cate Blanchett and Anne Hathaway.

The motion picture draws a parallel with the female empowerment message behind her lingerie family. As she says of Savage x Fenty: “As women, we’re looked at as the needy solitaries, the naggy ones, the ones who are going to be heartbroken in a relationship. Untamed is just the reverse. And you know, guys don’t like getting the calling-cards flipped on them – ever.”