Rihanna’s Savage X Fenty makes store debut at Las Vegas mall

The billion-dollar lingerie brand of pop superstar and fashion and beauty mogul Rihanna has opened in brick-and-mortar.

Located at Fashion Show in Las Vegas, the first Savage X Fenty store is awash with bold neon lights in fuchsia, emerald, purple and sapphire hues. In keeping with the brand’s inclusive and body-positive positioning, the mannequins span a diverse range of body types,

As part of its push into brick-and-mortar,  Savage X Fenty has partnered with Fit:Match, a B2B platform that enables apparel brands to match their customers with the best-fitting products,  to launch the tech company’s first-to-market, patented body shape technology. The platform uses body shape data to recommend products. The company builds a unique size-shape database for its brand partners by gathering body shape data and accurate sizing information from the brand’s existing shoppers through a proprietary process.

 The technology is being launched in Savage X Fenty’s first U.S. store and will be rolled out to all Savage X Fenty customers across channels this year.  Once a customer receives an AR-powered body scan on an Apple device equipped with lidar technology, Fit”Match’s patented algorithm analyzes the shopper’s unique body shape data to precisely match them with their personal “fit twin” from an extensive database. The twin is based on the shape profile of an actual person and functions as the shopper’s personal fit model. Fit:Match  then recommends to the customer the sizes and styles that have been proven to best fit the twin. 

“We’re extremely pleased to partner with Fit:Match to lead innovation in the shopping experience and eliminate the fit question for our Savage X Fenty customers, so they can shop for and wear our product with absolute confidence,” said Christiane Pendarvis and Natalie Guzman, co-presidents of Savage X Fenty. “We offer an extensive product assortment that makes identifying the right size even more important for our customers and are thrilled to roll out Fit Xperience in all of our stores.”

[Read More: So long, dressing rooms! Brookfield launches contactless auto-fit service]

New York-based O’Neil Langan Architects, visual artist Jed Skrzypczak and creative firm PlayLab, working with Rihanna, drove the creative direction and consumer experience of the new store, according to fashionunited.

Savage X Fenty is planning to open five stores this year. The Las Vegas location will be followed by stores at Westfield Culver City, Culver City, Calif.; Houston Galleria, Houston; King of Prussia Mall, King of Prussia, Pa.; and Fashion Centre, Pentagon City, Md.

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