Rihanna features her 2-year-old son Rza and Asap Rocky in the campaign for her brand Savage X Fenty.

At Rihanna, business is a family affair. The head of underwear brand Savage X Fenty has unveiled the first images of his new “classic” men’s collection. And as she did after becoming a mother, the singer called on the men of her family to promote this advertising campaign. In the photos published on the Instagram page of the brand on July 10, we find his companion Asap Roki and their eldest son, 2-year-old Rza. Father and son pose in matching t-shirts and boxers, sometimes white, sometimes black. The child passes from his hands to his father’s shoulders, in which we see the word “Daddy” drawn in the braids on the back of his head.

If the photos are already very exciting, then the accompanying video should not disappear. We see how the 35-year-old rapper takes care of his son, as if they were going to go out. A look in the mirror as they brush their teeth, a moment to do their hair, and a kiss on the forehead after putting on the underwear their mom created… an effective cocktail to melt the brand’s subscribers. “Could it get any cuter?” asked one.

Family problem

This is not the first time that Rihanna has represented her family for the purposes of her brand. In August 2023, little Rza had already taken a photo for her mother, but this time with her. She was just a year old at the time and the Barbadian singer was pregnant with her second child, Riot. She then promoted a capsule collection of maternity underwear.

After launching her beauty cosmetics brand Fenty in 2017 and Savage X Fenty in 2018, Rihanna is entering the world of hair. The 36-year-old singer launched Fenty Hair last June. The guidelines remain the same as for all these other projects and thus offer inclusive products designed for all hair types. Looking forward to seeing photos of Rza and Riot in the barbershop.