CEO Robyn Rihanna Fenty‘s Savage X Fenty has announced Adam Selman as executive creative director of the brand’s new Savage X Fenty Sport division. The debut campaign features martial artist Nelita Villezon, models Precious Lee and Elsa Stallings, and TikTok star make-up artist Avani.
Commenting on the appointment, Selman told Vogue, “It’s the perfect marriage of lingerie-inspired activewear that isn’t like anything else on the market. We wanted to create something unique and bold that can speak to the existing customers, but also open up a whole new realm of possibilities for us.”
Rihanna added, “I was inspired by everyday life. Everything is a sport. Being pregnant is a sport. For me, it was about fit and fabric, and I let Adam play with everything else. The pieces are sexy and snatch you, but it’s functional and that’s what describes the whole Sport collection. Sexy. Functional. Fashion.”
A style collaborator of Rihanna since 2014, Selman worked on Savage x Fenty’s 2020 Valentines Day capsule collection after launching his namesake sportwear brand Adam Selman Sport.
Back in March, Selman announced he was shutting down Adam Selman Sport, a brand he launched in 2019. Foreshadowing the role at Savage X Fenty Sport, he wrote, “Our site will be shutting down as of March 28th. @adamselman has taken an exciting new opportunity- so there will be more soon, just in a new form.”
Savage x Sport launches on November 9th, 2022 at the brand’s online and physical stores.
