Savage X Fenty Unveils AR Technology To Help Customers Get The Best Fit
Photo Credit: Savage X Fenty
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Savage X Fenty Unveils AR Technology To Help Customers Get The Best Fit

We’ve all experienced the inevitable hassle of trying to find our right size while shopping for clothes — especially for bras — but who other than Rihanna to swoop in and save the day. The singer is coming to the rescue, and the “S” on her chest stands for Savage X Fenty.

With the lingerie brand’s first-ever brick-and-mortar store now opened in Las Vegas, the store also debuted its augmented reality (AR) technology from apparel matching platform Fit:Match, according to Adweek.

“We’re extremely pleased to partner with Fit:Match to lead innovation in the shopping experience and eliminate the fit question for our Savage X Fenty customers,” co-presidents Christiane Pendarvis and Natalie Guzman shared in a statement.

A Breakdown Of The AR Tech

So, how does Savage x Fenty’s sizing technology work? The answer is linked to body shape data, which assists in ensuring the best fit.

Recommendations for customer sizing are based on the AR body scans and Fit:Match’s algorithm that works to find your “fit twin” for your body shape. The data utilized is from the shape profiles of actual people that serve as “personal fit models.”

“Shape, which cannot be accurately predicted by surveys and measurements, is the most important determinant of fit, especially for a category as complex as bras,” said Fit:Match CEO Haniff Brown.

When Will The AR Tech Feature Officially Begin?

After the inclusive brand’s grand retail opening on Jan. 22, the AR technology has started its rollout to be open to all Savage X Fenty customers across all channels in 2022, according to the outlet.

More Savage X Fenty Stores On The Way

In early 2022, Los Angeles, Houston, Philadelphia, and Washington D.C will join the Las Vegas location.

“We wanted to be able to connect with our customers in real life and give them something they have never seen before,” Rihanna shared in a statement. “Creating the space took a lot of imagination, married with things I’ve always wanted to change about my own experiences as a customer, from mannequins to the Fit Xperience, to customer service. We are so happy with the outcome and now I can’t wait for people to see it.”