Adam Selman, the designer known for his iconic naked dress worn by Rihanna at the 2014 CFDA Awards, has found a new home at the helm of Savage X Fenty’s sports division. Relocating to Los Angeles two years ago, Selman now oversees all of the lingerie brand’s sprawling categories, a role he describes as being “Rihanna’s boss.”
While their creative partnership is undoubtedly close, Selman admits to feeling the pressure of meeting Rihanna’s high standards. “We have a great tension of push and pull,” he explains, highlighting the constant dialogue and late nights that define their collaborative process. This intense dynamic, combined with a predominantly female workforce, ensures a fast-paced, innovative environment.
Selman emphasizes the “normalcy” of the Savage X Fenty office, dismissing the stereotype of a high-octane, music-filled workspace. Instead, the atmosphere is characterized by a constant buzz of ideas and a shared hunger to succeed. The team’s focus on inclusivity extends beyond aesthetics, with Selman emphasizing the use of innovative materials and the importance of global expansion.
The brand’s partnership with Nordstrom in the US has paved the way for a UK launch through Selfridges, a strategic move mirroring Kim Kardashian’s recent expansion of Skims into the British market. Selman sees the UK as a vital cultural hub and a crucial step in the brand’s global growth.
For Selman, this is a dream come true after years of running his own independent label. The opportunity to contribute to a larger scale, more inclusive vision has energized him. While he acknowledges the pressure of satisfying Rihanna’s vision, he emphasizes the enjoyable nature of their collaboration.
The team’s dedication to inclusivity is evident in their use of real people, including Fenty senior VP Jennifer Rosales and her mother, as well as comedian Amy Sedaris, as inspiration for the Savage X Fenty brand. This personal touch resonates with the brand’s core values, reflecting a genuine desire to cater to a diverse range of bodies and personalities.
With the launch of new lines like Soft N’ Savage and Lavish Lace, as well as the upcoming holiday collection, Savage X Fenty continues to push boundaries and redefine what lingerie can be. The brand’s success is a testament to the creative vision of Rihanna and the passionate dedication of her team, led by Adam Selman, who continues to be inspired by the challenge of crafting a brand that truly embraces every body and every woman.
