TechStyle Fashion Group, formerly JustFab Inc., is an online, membership fashion retailer that has a portfolio of five direct-to-consumer brands including JustFab, FabKids, ShoeDazzle, Savage X Fenty, and Fabletics. Its brands carry selections of shoes, handbags, jewelry, lingerie, activewear, and denim. The group's valuation is no less than $1b.

Back in 2017, TechStyle started developing a new lingerie brand with singer and beauty mogul, Rihanna. The goal? Sexy for everyone. They’d spotted how the industry left most lingerie-lovers feeling pretty left out. It was time for one brand to step up and change that. What started as a unique selling point quickly evolved into an art form, much like Rihanna herself. Every Fenty piece was designed to feel luxury and high fashion, followed by the huge emotional reward when the consumer realised two things: they can afford it and it will fit them. With Fenty, you could expect fearlessly edgy, outrageously provocative pieces inspired by one singular muse, balanced by sophisticated, fashion-focused essentials.

A bold, powerful project with an inclusive approach to women’s fashion. Escaping from the cute and delicate stereotype of the traditional lingerie market, Fenty bets on urban and unusual design, with pop colours, and a strong lettering.