Savage X Fenty doubles down on inclusion, even as others pull back

What she's saying: "From the beginning, Rihanna has stood for inclusivity," Wallace said. "Savage X Fenty redefined what inclusive looks like in lingerie. We always say: it's not the size that defines you — it's your confidence."

Zoom in: The brand's Valentine's Day campaign, Love Your Way, exemplified that ethos by spotlighting different forms of love — self-love, romantic love, sisterhood and friendship.

• "It wasn't about being disruptive," Wallace said. "It was about being true to who we are and giving people the power to define love for themselves."

The intrigue: Because the company's values are so embedded and understood by its consumer base, there was very little pushback to the campaign, says Wallace.

• "The community applauded it," she says. "When I'm scrolling TikTok or reading comments, it's clear people recognized what we were doing. We're just showing up authentically — and always trying to elevate voices that aren't often heard."

Zoom in: While "The Navy," Rihanna's fan base, remains central, the brand is also growing into mainstream retail.

• Savage X Fenty can now be found in Nordstrom in the U.S., Galeries Lafayette in France, and Selfridges in the U.K.
• "It's our chance to meet the girl next door," Wallace said.

What to watch: Expect more creative collaborations and a push into sports.

• The brand recently partnered with rapper GloRilla and is eyeing women's sports as a new opportunity.
• "Women athletes have platforms that align with our values," Wallace said. "And there are some unexpected product collabs coming too."

More on Axios:

• Which companies are rolling back DEI and which are standing firm