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Rihanna's Next Move: Everything We Know About The Savage X Fenty Show's Rumored Return And "New Message"

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As of December 22, 2025, the fashion world is buzzing with anticipation over the potential return of the Savage X Fenty Show, as mogul Rihanna has recently confirmed her desire to bring the iconic production back, but with a significant twist. The multi-hyphenate star is planning a major "flip on the face of the brand," signaling that the next installment will not just be another volume but a complete reinvention of the cultural phenomenon that redefined the lingerie industry. Since the last show, Savage X Fenty Vol. 4, aired in late 2022, fans and critics alike have been speculating on the brand's future, especially as Rihanna shifts focus to new collections, a new logo, and an entirely "new message" for the global brand.

The Savage X Fenty Show, which premiered on Amazon Prime Video, quickly established itself as a revolutionary force, challenging the traditional, often exclusionary, standards of runway fashion. Instead of a typical catwalk, Rihanna created a cinematic, star-studded experience that prioritized radical inclusivity, diversity, and the "female gaze." However, the brand's meteoric rise has also been accompanied by significant controversies, which may be a driving factor behind the promised "new message" and rebranding effort.

Rihanna's Vision: Biography, Fenty Empire, and The Savage X Fenty Show Timeline

  • Full Name: Robyn Rihanna Fenty
  • Date of Birth: February 20, 1988
  • Place of Birth: Saint Michael, Barbados
  • Occupation: Singer, Songwriter, Actress, Fashion Designer, Businesswoman, Philanthropist
  • Key Businesses: Fenty Beauty, Fenty Skin, Savage X Fenty (Lingerie)
  • Estimated Net Worth: Over $1.4 Billion (making her the wealthiest female musician in the world)
  • Savage X Fenty Launch: 2018
  • Savage X Fenty Show Volume 1: Premiered September 2019 (Amazon Prime Video)
  • Savage X Fenty Show Volume 2: Premiered October 2020 (Amazon Prime Video)
  • Savage X Fenty Show Volume 3: Premiered September 2021 (Amazon Prime Video)
  • Savage X Fenty Show Volume 4: Premiered November 2022 (Amazon Prime Video)
  • Latest Show Status: No new show announced since Vol. 4; Rihanna has teased a return with a "new message" and brand flip (late 2024/2025 updates).

The Anticipated Return: A "New Message" for the Next Era

The biggest news surrounding Savage X Fenty is not a new show date, but Rihanna’s explicit confirmation that a return is in the works, albeit with a fresh perspective. The last installment, Savage X Fenty Vol. 4, featured an impressive lineup of stars and models, including Sheryl Lee Ralph, Cara Delevingne, Taraji P. Henson, and Irina Shayk.

However, the break since 2022 has been intentional. Rihanna has spoken about wanting to execute a "flip on the face of the brand," which includes a new logo and a completely "new message." This suggests the next show, potentially Savage X Fenty Vol. 5, will move beyond the established format while retaining the core values of inclusivity and body positivity.

This re-evaluation comes at a crucial time for the brand. In 2023, Rihanna stepped down as CEO, handing the reins to Hillary Super, a former executive at Anthropologie Group. This leadership change, combined with the planned "new message," indicates a strategic shift aimed at sustaining growth and perhaps addressing some of the critical feedback the brand has received over the years. The brand's evolution may also include a greater focus on physical retail, a plan Rihanna alluded to in earlier statements, to complement its strong online presence and Amazon partnership.

The speculation is that the new show will be more focused on the core product line and less on the pure spectacle, or perhaps it will tackle a new cultural theme entirely. Fans are eagerly awaiting details on the new creative direction and the inevitable star-studded cast that will define the next chapter of the Savage X Fenty phenomenon.

A Legacy of Disruption: Why the Savage X Fenty Show Became a Cultural Phenomenon

The Savage X Fenty Show was never just a fashion event; it was a cultural reset button for the entire lingerie industry. It stood in stark contrast to the traditional, exclusive, and often criticized shows of its competitor, Victoria’s Secret. Rihanna’s vision was to champion the "female gaze" and celebrate all body types, genders, and ethnicities.

The show's commitment to radical inclusivity immediately set it apart. Models of all sizes, including pregnant models like Slick Woods in Vol. 1, and models with diverse physical abilities, were featured prominently. This commitment translated into a powerful, diverse visual experience that spoke directly to a global audience often ignored by high fashion. The Savage X Fenty brand ethos is encapsulated in its mission: "All shapes, all sizes, all shades."

Key elements that cemented its legacy include:

  • Body Positivity: Featuring models across the size spectrum, from petite to plus-size, and normalizing stretch marks and different body shapes.
  • Gender Fluidity: Consistently featuring male models in lingerie and promoting gender-neutral styles.
  • Cinematic Production: The decision to stream the show on Amazon Prime Video transformed it from a niche industry event into a global entertainment special, blending fashion, music, and performance art.
  • Star Power: Each volume was a magnet for A-list talent, with performers and models ranging from Normani and Halsey to Gigi Hadid, Emily Ratajkowski, and Johnny Depp (who appeared in Vol. 4).

This disruptive approach not only earned critical acclaim but also forced the entire fashion landscape to re-evaluate its standards of beauty and representation, fundamentally changing consumer expectations for lingerie and fashion advertising.

Behind the Headlines: Navigating Controversy and Cultural Impact

Despite its widely praised mission of inclusivity, the Savage X Fenty Show has not been immune to controversy, which is likely a key driver behind the current push for a "new message" and brand direction.

One of the most significant incidents occurred with Savage X Fenty Vol. 2 in 2020. The brand faced massive backlash for using a song by artist Coucou Chloe, titled "Doom," which sampled a recitation of a sacred Islamic text (a Hadith). Rihanna issued a public apology, calling the use "irresponsible" and "an honest, yet careless mistake," and the track was removed from the streaming version of the show.

Other controversies have centered on accusations of cultural appropriation. In different campaigns and shows, the brand has been called out for the alleged misuse of sacred Hindu imagery and for featuring non-Black models in culturally specific Black hairstyles, such as braids.

These incidents highlight the immense challenge of maintaining global cultural sensitivity while championing diversity on a massive, international scale. The scrutiny faced by the brand, particularly on social media, underscores the high expectations placed on a company that brands itself as a leader in progressive representation.

The anticipated Savage X Fenty Vol. 5 will therefore be a crucial moment. It will not only be judged on its fashion and entertainment value but also on how successfully Rihanna and the new leadership can pivot the brand's narrative. The "new message" must demonstrate a deeper, more thoughtful understanding of global cultures and continue to push the boundaries of inclusivity while avoiding the pitfalls of previous volumes. The future of the Savage X Fenty Show hinges on its ability to evolve from a disruptor into a truly responsible and enduring cultural icon.

Rihanna's Next Move: Everything We Know About The Savage X Fenty Show's Rumored Return and
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