Superstar talent Rihanna amps up the sexual heat with her “Bring the heat this Valentine’s Day and you’ll be the treat.” The lingerie and beauty mogul combines her two business into a single Valentine’s Day 2022 campaign for the first time. lensed by Dennis Leupold.

The megastar is joined by models including Lourdes Leon, Quannah Chasinghorse, Tess McMillan, and more with a clear message to she, he and they, who wear the Rihanna’s Savage X Fenty brand: ‘Slip Into Som’m Sexy To: You From: You.

As Victoria’s Secret continues to revamp its marketing, toning down the male gaze vision that came to dominate the brand, there remains a critical difference between the VS and Savage X Fenty approach. The VS Collective remains a third-party talking about their problems and issues in a way for all women to understand. But the models remain the message and the focus.

Message From Black Women: I’m Talkin’ to YOU

Rihanna takes a different approach from the lady bikers to her ‘Slip Into Som’m Sexy’ message. It’s the same ‘I’m Talkin’ to YOU’ message I referenced in my comments about the new British Vogue nine African women cover and inside fashion story.

The message is 1) I’m talkin’ to YOU, dear reader, SM follower; wannabe like me. 2) Are you listening? Because you can’t become this she, he, they lingerie lover, if you don’t hear me.

Get out of your comfort zone and fly. Goddess knows I had to learn this life lesson as a Black woman. So RISE, girl. Enough with all this self-doubting, crowd-pleasing anxiety.

This was the original Victoria’s Secret direct-to-women message, one that I worked very hard to craft. We were leaders in that self-empowerment drive — and around the trickiest subject of all: sexuality and typically female-identifying sexuality.

As Rih says: “Keep it in the fam.”

Backed by Bernard Arnault via the $115 million series B round of financing led by LVMH-backed private equity firm L Catterton to help the lingerie brand scale up, the Savage X Fenty lingerie brand is ready to rumble.

Savage X Fenty Stores

Rihanna just announced the first five inaugural store locations in Las Vegas, Los Angeles, Houston, Philadelphia and Washington DC. The Vegas store will provide fans with a direct-to-consumer shopping experience that’s billed by the Savage X Fenty team as the “next step” in the brand’s aim of providing a “fuller expression” to its clientele.

OMG! Rihanna Says ‘Keep It in the Fam!’

My mind is now on fire. Rhanna’s “keep it in the fam” comment and the Catterton investment, plus writing about Virgil Abloh last night, the most brilliant idea popped into my mind.

Sorry, Kanye. You’re not going to Louis Vuitton Men, and please don’t have a breakdown.

Among the options to replace the beloved Virgil Abloh is the concept of a curator in charge of Louis Vuitton Men — as no one can follow in Virgil Abloh’s steps. Let Virgil Abloh live on in 3-D. Keep him alive and deeply embedded in the brand’s DNA.

The talent I mentioned in my earlier post ARE three of the perhaps five names on the list. So Anne is already swinging the bat quite well, win or lose.

BUT, if Louis Vuitton wanted to be truly daring, they would put Rihanna as the curator in charge of Louis Vuitton Men. They would ‘Keep It in the Fam!”

Working on the collections a la Moncler with all the creative talent she knows and LVMH knows, she can develop a huge rival to Victoria’s Secret at the same time in the Savage X Fenty business. AND, unlike some of the names mentioned, Rihanna can easily become an ‘ambassador’ for Virgil Abloh’s memory. Her own me-me-me halo doesn’t need burnishing.

Kanye West is too “I, I, I, I, I should have had the Vuitton Men’s job in the first place” to EVER promote Virgil Abloh’s memory and values. Forget Kanye West being up to his eyeballs in Republican scum politics. Kanye thinks he’s God.

Rihanna Is Virgil Abloh’s Ubuntu Goddess

Rihanna — on the other hand — knows she’s a goddess and is perfectly situated to advance Virgil’s thinking and vision. And she’s got her own thing goin’ on — already backed by LVMH — and Bernard Arnault loves her.

If he didn’t think she had tremendous talent and promise as a merchant, he wouldn’t have invested $115 million in Savage X Fenty via L Catterton.

Bernard Arnault is dying to take on Victoria’s Secret with Rihanna. Seriously! This move would give her a reach far beyond these first five stores. CONSTANT engagement with activism and young talent, a halo that can bring new customers to Savage X Fenty.

Yes, Anne is ALWAYS thinking out of the box. I LIKE this new box that just popped into my mind. If such a hair-brained option ever happened, you know who expressed the idea first. Suddenly my other three options sound perfectly reasonable. But this one??

Woah! Even I’m impressed. But it’s so LOGICAL. It’s rational.

Like I keep sayin’ “You better buckle up, VS. These people are coming for you. And I still don’t think you have a plan figured out. Nor do I think the VS Collective is the answer to your problems, but I love all those women. Don’t get me wrong. And, for the record, that new store design looks like Kohl’s. But I do want you to succeed. Make no mistake. I want you to succeed.” ~ Anne