Barbadian pop star Rihanna launched Savage X Fenty, her lingerie brand, in 2018, with headquarters in Los Angeles and a widely praised commitment to size inclusivity — offering bras from 30A to 46DDD and underwear up to size 3XL at launch, with models of diverse body types, skin tones, ages, and abilities. The brand's annual fashion shows, broadcast on Amazon Prime from New York, consistently challenged conventional lingerie advertising's narrow body ideal. By 2021, the company was valued at over one billion dollars.

Savage X Fenty's cultural impact was immediately addressed in feminist essay writing, spoken-word performance, and Instagram poetry that celebrated the brand's inclusive vision while debating whether commercial inclusivity constituted genuine liberation from the corset's legacy of bodily correction. The brand's global reach made it a recurring reference in contemporary feminist poetry about beauty standards, race, and the global lingerie industry. Its influence on how the bra is understood culturally — as potentially inclusive rather than corrective — marks a genuine shift from the corset tradition.