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

Dive Brief:

After the Fall/Winter 2019 collection of the second annual 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, according to an Amazon press release.
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.
Jennifer Salke, head of Amazon Studios, noted Rihanna's authenticity and inclusive brand message in a statement on the streaming partnership. "She has re-invented the idea of what fashionable lingerie should be for a global customer," she said in a statement.

Dive Insight:

This isn't Amazon's first fashion collaboration. The online retailer enlisted Heidi Klum and Tim Gunn for its own reality fashion show series last year. It's also worth noting that the online retail giant has tapped celebrities like Taylor Swift and SZA for its Prime Day Concert.

For brands looking for new ways to reach a broad audience, the platform offers them a shot at reaching millions of consumers. Amazon's Jeff Bezos last year said Amazon Prime reached 100 million members, all of whom have access to the Prime Video streaming service. Meanwhile, Netflix has more than 150 million subscribers and Hulu, as of May, has 28 million subscribers, CNN reported.

Fashion brands that collaborate with Amazon might be uniquely positioned to harness their vast customer base beyond Prime subscribers. After all, research from digital marketing agency CPC Strategy found that 52% of apparel shoppers who purchased clothes online in the past six months said they shopped at Amazon. Aside from Amazon tapping into fashion and entertainment elite, the company has also been building out its Prime Wardrobe program, which allows subscribers to test out products without paying for them first.

Amazon did not immediately respond to Retail Dive's request for comment regarding how bringing the show onto Amazon Prime Video fits into the company's overall strategy.