Rihanna’s Inclusive Community
Savage X Campaign from Self Isolation
In honor of Rihanna’s lingerie house Savage X Fenty’s second anniversary, the brand is (obviously) doing things a little differently for its new advertising campaign this summer.
Rihanna’s majorly successful lingerie brand was launched on May 11, 2018, and ever since, it has taken off like a rocket. Savage X Fenty is known for its principles of inclusivity, just like Rihanna’s beauty brand Fenty Beauty. It has been a welcome and empowering alternative to Victoria’s Secret, which has struggled to resonate with consumers in the post-#MeToo era. Whereas Victoria’s Secret wants everyone to look like a supermodel, Savage X Fenty just wants everyone to look like the best version of themselves.
The “Savage X Summer” campaign features the brand’s ambassadors exclusively at their homes (you know, because quarantine) wearing the collection’s latest sexy styles. Celebs such as Megan Thee Stallion, Normani, Joan Smalls, and of course Rihanna herself, can all be seen sporting the newest pieces, from the Iridescent Lace Caged Bra to the Halenca Lace Push-Up Bra. Incidentally, Megan Thee Stallion took the promotion of the latest campaign to new heights with her latest song “Savage.” She was actually named a brand ambassador after starting the brand’s TikTok account in April with the now uber-viral #SavageChallenge, which saw countless people doing the now-famous choreographed dance.
The campaign collaborated with mixed media filmmaker and motion graphic artist Rafatoon, who is known for his love of music, keen eye for color, and attention to detail.
Savage X Fenty even extended an offer to fans of the brand, asking followers to post photos of themselves in their fiercest “lingeRIH” for a contest that ran until May 20. Fans were asked to use the hashtags #SavagexSummer and #contest. A few of the best photos will be chosen, and the brand will be DM-ing the winners privately. A full photo shoot will be set up for the winners, and the final product will be featured on the brand’s Instagram page.
We gotta admit, some good ole Insta-fame sounds really good right about now.
