Hey, everyone, this is Adam. And welcome back to another episode of Let's Do Shots. If there was ever a brand name globally synonymous with lingerie. It was Victoria's Secret. We've already spoken about the brands falls from the top in the previous episode. And in twenty nineteen, their annual fashion show was canceled as well. But what's happened since then? And what's next for lingerie? Let's find out.

Beauty today is not perceived as it was a few years ago. We are witnessing a cultural reset with different skin tones, bodies of all types and people of varied sexual identities being celebrated and brought into the mainstream. Rihanna launched Savage 17, 2013, with a vision to celebrate fearlessness, confidence and inclusive itte. At the core of Rihanna's business is the idea of inclusion, which is reflected in everything that the brand does. All the styles under the brands umbrella are available in an array of sizes.

The new range features plenty of shades catering to women of all ethnicities. Every marketing campaign so far since its launch has employed a truly diverse cast of models with age, sex, body type, skin color, disability nor bar at all. What did all of this result in sales, sales and more sales?

The brand's revenue grew by more than 200 percent last year. In fact, reports say that savage spending is in the position to be the global market leader as early as 2025. Rihanna has surely jolted the lingerie market.

Her success has served as a wakeup call for underwear retailers. Across the world.

We're seeing more and more inclusion not just in ad campaigns, but also in choices we have available to shop from today. Let's look at how savage XTANDI compares to its predecessor, Victoria's Secret, when one thinks of Victoria's Secret. The first thing that comes to their mind is the Victoria's Secret angels. Tall, skinny, unrealistically beautiful. Victoria's Secret was built from the male gaze, particularly of the two men credited with building the brand.

Les Wexner and addressing the brand was selling an unachievable standard of beauty that did more harm than good for its audience. This sentiment, coupled with the reveal of less Flexner's close association with sex trafficker Jeffrey Epstein and the fall of brick and mortar stores, Victoria's Secret today is nowhere close to what it used to be for women. Savage acts. Fenty, on the other hand, is all about what women want instead of making women aspire to look like supermodels. The label encourages them to look like the best versions of themselves.

When the Savage Ex Fenty show premiered on Amazon Prime in twenty nineteen, women across the world were moved.

There were models of all sizes, races, ethnicities, trans women, disabled women strutting down the runway, exuding such confidence. It was a sight to behold. Women felt represented, for this was a true reflection of what they looked like. The show was hailed as a celebration of body positivity, real diversity and women's power. While Savage acts, Fenty isn't the first brand to call for a more inclusive laundry market. Rihanna, star power and marketing acumen is clearly making a huge difference.

Competitors are looking to catch up on both sides and color inclusive by adding more options to their collections. Rihanna's label has inspired a shift in silhouettes as well. Push bras, a style synonymous with Victoria's Secret, are no longer the driver of the market. Discomfort is being prioritized. As of today, Savage Expand is rumored to be entering into athletic wear. Rihanna has successfully harnessed her massive popularity and social following into a movement championing diversity and equality. And the world is here for it.