Rihanna — Savage X Fenty

Savage X Fenty hit a $1 billion valuation in 2021 by doing what Victoria's Secret refused to: put every body type on the runway and mean it. Sizes XXS to 5XL. The annual fashion shows on Amazon Prime became cultural events — Lizzo, Cara Delevingne, Cindy Crawford all walked. Revenue topped $400 million by 2023. Rihanna's genius was understanding that lingerie isn't about fitting a body into a brand; it's about fitting a brand around a body. VS hemorrhaged market share while Savage gained it. The Fenty disruption is complete.