The strategy is typical of the company Rihanna partnered with for the line, TechStyle. The company has faced criticism in the past for making it hard to unsubscribe from their services after users complained about Kate Hudson’s athleisure line, Fabletics. But Savage X Fenty is still exciting perspective customers, and hopes the annual membership, which reportedly also includes free shipping, will entice customers.
The line will also try to fill a wide gap in lingerie for wide-ranging sizes. According to BuzzFeed, Savage X Fenty will strive to be “inclusive,” and plans to include sizes ranging up to 3X.
Savage X Fenty launches May 11. Sign up for more information here.