Rihanna’s innovation with in-store mannequin models

Mannequins are a steadfast presence inside clothing retailers, usually styled with the latest arrivals. These tools of the retail trade can demonstrate fit and size for a customer, showing how fabrics might drape. While this retail tool has a long history, Rihanna’s Savage X Fenty brand has taken innovation to new heights.

Visible to the passerby outside, Savage X Fenty’s fabulous store at Fashion Show Las Vegas features a “mannequin wall" — part installation, part merchandising display — highlighting dozens of figures in unique shapes and sizes clad in different Savage X Fenty pieces. But here's the ground-breaking twist: these forms are not just ordinary mannequins. They are sculpted from 3D scans of real customers.

This visionary approach redefines the boundaries of retail, merging technology and fashion to create a truly personalized experience. By celebrating diversity and embracing individuality, Savage X Fenty empowers customers to see themselves reflected in the world of fashion. It's a step forward that inspires confidence, aspiration, and a bold outlook on the future.

It's an absolute game-changer for building a strong community with your customers. They can look at it and say, "Hey, that body looks just like mine!" As a Savage X Fenty executive expressed to Brookfield Properties in 2022, "We wanted a showstopper in the store that could truly highlight our products, showcasing them across a diverse range of body types and shapes. It's visually stunning and captivating." It’s the store's pièce de résistance that reflects their consumers' images, both metaphorically and literally.

For a brand that initially launched online before opening its first brick-and-mortar store at Brookfield Properties’ Fashion Show Las Vegas in 2022, it’s a lesson in making your physical store stand out and doing so in a way that resonates with your community.

The inclusive mindset behind the mannequins also teaches us the importance of aligning your brand's values in the physical retail experience. It's evident that Rihanna and the Savage X Fenty team have invested significant thought into this, whether it's a bold and inclusive product vision for the in-store experience or a lighting package that rivals a stadium show. This team is injecting fresh ideas and innovative thinking into the brick-and-mortar experience, setting a new standard for the industry.