EXCLUSIVE: Savage x Fenty Launches Seamless Collection, Anitta Fronts Campaign

Savage x Fenty is stripping down, almost, with its newest launch: the Seamless collection. Putting comfort and wearability at the forefront, the new collection marks the brand’s first venture into seam-free staple items. For the adjoining campaign, the Rihanna-helmed clothing and lingerie brand tapped award-winning Brazilian songstress Anitta. The company said it built the line with super soft fabric that hugs the body, smoothes out curves and can be worn both day and night. Savage x Fenty brand partner Anitta modeling the Seamless Bandeau Bralette and Seamless High-Waist Thong. “We spent over a year perfecting the fabric and design of the new Seamless collection to make it ultra-soft and stretchy, yet supportive,” Adam Selman, chief design officer at Savage x Fenty said in an exclusive statement to WWD. “Brand visionary and founder Rihanna was meticulous about the overall fit and wanted to offer familiar, everyday styles with a savage twist. This is the kind of essential that you will return to over and over again.” A closer look at the Savage x Fenty Seamless line. Among the pieces in the upcoming collection are bralettes, high-waisted thongs, bikinis, teddys and more. Anitta, who joined the brand as a partner in August, can be seen in

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