Amazon Prime Video will stream Rihanna’s Savage X Fenty fashion show

After the Fall/Winter 2019 collection of Rihanna’s Savage X Fenty show debuts during New York Fashion Week, the show will be available to stream exclusively for Amazon Prime Video subscribers on Sept. 20 in more than 200 countries.

The Amazon Prime Video special will also include an exclusive behind-the-scenes look at the making of the show, which will consist of “performances from some of the hottest acts in music” as well as feature models, actors and dancers wearing styles from the collection, per Amazon’s press release.

Why it’s Hot:

Potential Retail Tie-In: There is a huge opportunity for the brand to follow up fashion show viewership with product communications through Amazon Prime, directly tying hand raisers to product purchasing.

Inclusivity is IN: Victoria’s Secret cancelled its annual televised fashion show in May, after the broadcast hit a new ratings low on ABC (likely due in part to their CMO’s very unpopular comments in November – he also recently resigned). The growing popularity of Savage X Fenty is indicative of a larger trend – in the wake of the body positivity and inclusivity movements, brands who embrace diversity are poised to take the lead.

Source: RetailDive, The Hollywood Reporter