Global superstar Rihanna has set pulses racing with a sultry new Instagram campaign promoting the Valentine's Day collection from her billion-dollar lingerie brand, Savage X Fenty.
Aphrodite-Inspired Valentine's Day Launch
On Tuesday, the 37-year-old singer and entrepreneur, whose full name is Robyn Rihanna Fenty, shared a series of provocative photos with her massive audience of 149 million Instagram followers. The Bajan pop icon used the platform to unveil pieces from the brand's latest romantic offering, captioning the post, 'Aphrodite was a savage ❤️ V-Day collection now available on savagex.com.'
In the standout images, the mother-of-three modelled a striking rouge bra and panty set, confidently showcasing her figure. The look featured high-cut boy shorts and a matching bra with a delicate ruffle trim. Rihanna's appearance was flawless, with her long, dark hair styled in cascading waves and a full face of makeup, likely from her own Fenty Beauty line.
Fashion, Family, and Fenty's Empire
The fashion display didn't stop at one set. The star, affectionately known as Riri, also showcased a second ensemble: a black bra and underwear adorned with a floral pattern, paired with a coordinating satin robe. The promotional drop comes just months after Rihanna welcomed her third child, a daughter named Rocki, with her long-term partner, rapper ASAP Rocky (real name Rakim Mayers), in September 2025.
The couple are also parents to two sons, RZA, aged three, and Riot, two. Rihanna first revealed her third pregnancy at the high-profile Met Gala in May 2025. Her successful ventures, including Fenty Beauty and Savage X Fenty, have cemented her status as one of the world's youngest self-made billionaires.
Celebrity Reactions and Brand Power
The Instagram post quickly attracted attention from fellow celebrities, highlighting Rihanna's enduring influence. Rapper Dreezy commented, 'It’s like you get even finer every kid,' while Canadian model Ashley Callingbull quoted Rihanna's 2011 single, writing, 'CAKE CAKE CAKE,' alongside heart-eye emojis.
This latest campaign demonstrates Rihanna's masterful use of her personal brand and social media reach to drive commerce. By blending intimate, high-fashion photography with direct consumer engagement, she continues to expand the formidable empire of Fenty brands, captivating fans and customers worldwide just in time for the Valentine's Day shopping season.
