Rihanna’s Savage X Fenty and a newer startup, FIT:MATCH, team up to sell better-fitting lingerie

Shoppers at Rihanna’s lingerie brand Savage X Fenty may soon find it easier than ever to find products that fit their measurements. Last year, the brand made an investment in a four-year-old, Miami-based startup called FIT:MATCH; now, Savage X Fenty is employing FIT:MATCH’s tech in a growing number of its retail stores, starting with a location in Atlanta, Georgia.
How it works right now: Shoppers who opt in to the “experience” step into a fitting room where, using lidar sensors made by Intel, FIT:MATCH creates an anonymized avatar based on the individual’s body s

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