Rihanna feted the launch of her Savage x Fenty lingerie line with a massive soiree held in Williamsburg last night. The party, which also doubled as a one-of-a-kind shopping event, took place a mere hours before the collection was released online at midnight.

White screens were hung from the venue's ceiling and showcased images and clips from the advertising campaign. About every 10 minutes, a screen on the main stage would display holograms of its famous singer-turned-designer modelling the sexy undergarments in slow motion. 

In the main area, Rihanna greeted the hoards of shoppers and revellers wearing a black babydoll dress with her tresses styled in loose and sexy curls. The "Where Have You Been" songstress did a loop around the room with heavy security in tow, hitting up the bar while also nodding approvingly to the holograms enlivening the space. 

"I hope you’re enjoying the evening so far," Rihanna exclaimed. "We put this together especially for you guys ’cause this is a project we’ve been working on for a few years now, believe it or not. We’ve been working on it with the most amazing partners, TechStyle.…TechStyle, the only thing they care about is the customer and it’s really the reason I decided to partner with them to create this brand Savage x Fenty because the only thing I really care about is the customer, too, my fans."