"Everybody wants the eyes of the world on their show. Now Rihanna has turned it into a piece of theatre, conceptualised it and is making people see it as she wants them to see it." The Guardian
Those watching the star-studded catwalk show at Brooklyn's Barclays Center were not allowed to post photos before Amazon streams it ten days after.

The event featured music stars like DJ Khaled, Halsey, Big Sean and Migos.

"You have no idea how crazy of a show is coming," tweeted the Barbadian star. The 31-year-old singer-turned-designer attempted to "blend music, fashion and culture", with "special appearances" from models like Bella and Gigi Hadid, Normani and Cara Delevingne.
According to commentators: The show was unlike anything previously staged during Fashion Week - and possibly anywhere.

Commentators compared the buzz around Rihanna's Amazon tie-up with the fortunes of Victoria's Secret, which is not staging a televised catwalk show for the first time in almost two decades after it hit a ratings low in 2018.

Victoria's Secret had been criticised for a lack of diversity, whereas one hallmark of Rihanna's Savage Fenty X fall/winter underwear range is its inclusivity, with the star saying she wants to "celebrate everybody".