Savage x Fenty Creates Community From Self-Isolation in New Campaign
Throughout the summer, Rihanna's lingerie brand will be dropping self-shot images of models and influencers, reimagined by mixed-media artist Rafatoon, in its latest pieces.
Like many other brands unable to photograph new product amid worldwide coronavirus-related lockdowns, Rihanna's Savage x Fenty turned to its crew of brand ambassadors, friends and even customers to create and collaborate on its summer campaign from self-isolation.
Titled Savage x Summer, the campaign is meant to convey "community, connection and celebration" through self-photographed images of the models in Savage x Fenty's newest pieces, which are then reimagined with creative borders, treatments and illustrations by mixed-media artist Rafatoon.
Every month, Savage x Fenty will reveal new visuals. The first drop, for May, features Ayesha Perry-Iqbal, Anna Cruz, Corie Rayvon, Denise Bidot, Jordan Emanuel and Jazzmyne Jay. Of course, Rihanna had to participate as well (below).
Savage x Summer also marks Savage x Fenty's two-year anniversary. To commemorate the milestone, on May 11, the brand is re-releasing and re-imagining its hit Iridescent Lace Caged Bra, Bikini and Garter Belt in three colors: lavender, misty pink rose and black caviar. Individual pieces from this set start at $20 and cap out at $46. The rest of the Summer 2020 collection — which will land on SavageX.com as well as its retail partners (Amazon, ASOS and Zalando) from May through July — will be priced between $12.50 and $105, and come in sizes 32A to 42H and XS to 3X.
See all the other images from the first drop of Savage x Fenty's Savage x Summer campaign in the gallery below.
Jazzmyne Jay in Savage x Fenty's Savage x Summer campaign.
View the 6 images of this gallery on the original article
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