“We want women to have the power to define what it means to be sexy and beautiful on their own terms.” says Savage X Fenty’s CMO Natalie Guzman.
threaten to rob them of meaning, Savage x Fenty is elevating the breadth of human individuality and expression, as anyone watching their Amazon Prime-distributed, Emmy-nominated shows has seen writ large and beautifully.
Among the first to bring scale to sultry, lacy thongs and sheer underpants for those who identify as male and non-binary, the brand—from its television-distributed fashion shows to its omni-channel retail footprint across e-commerce, social media and an expanding physical retail investment—shows up in ways that consistently invite and encourage humans of all shapes, sizes, colors and identities to show up equally as themselves.
Of course, when your brand is changing the game and conversation, staying ahead of expectations creates “a lot of pressure, pressure to stay scrappy and keep being innovators and leaders,” Guzman acknowledges, “making something incredible with what we’ve got or building it if we don’t.” Fortunately for Savage x Fenty, Guzman grasps the importance of granting herself—and her teams—the permission and tools to take risks. “Risk is in my blood,” says the only daughter of immigrant-entrepreneur parents. She credits her father in particular for her entrepreneurial spirit.
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