Amazon Prime Video will stream Rihanna’s Savage x Fenty fashion brand’s Fall/Winter 2019 collection from New York Fashion week on September 20.
The e-commerce giant said it would present the label’s second annual fashion show as an exclusive, straight after the runway event streamed to more than 200 countries.
In a press release circulated on Wednesday, Amazon said “the star-studded evening is set to be a radical departure from tradition, a one-of-a-kind event blending music, fashion and culture,” adding that audiences can expect performances alongside the debut of Rihanna’s new collection.
The Amazon Prime Video special will also feature an exclusive look behind the scenes at the making of the show.
“I couldn’t be more excited that everyone will have full access to The Savage X Fenty Show this year! We are working on creating a bold, sexy, super energetic experience for our viewers,” said Rihanna.
“Rihanna has conquered the worlds of music, film, beauty and fashion. She has re-invented the idea of what fashionable lingerie should be for a global customer. The Savage X Fenty Show promises to be a ground-breaking and truly unique experience and we’re thrilled to give our global customers an exclusive front row seat,” said Amazon head of studios Jennifer Salke.
The move comes as Amazon celebrated a record-breaking Prime Day earlier in the summer.
UK online retail spending hit its highest level in three years in July, helping boost overall retail sales and beating analyst estimates.
Online sales rose 6.9 per cent throughout July, according to the latest figures from the Office for National Statistics (ONS), marking the biggest rise online spend since May 2016.
Amazon’s Prime Day shopping event, which took place across July 15 and 16 was reportedly a key driver of online sales growth.