SAVAGE X FENTY. AN INCLUSIVE BRAND EXPERIENCE.

The Savage X Fenty Show during New York Fashion Week. Photo: Courtesy of Savage X Fenty.

In a departure from a traditional runway show, last week Rhianna (according to all reports) created a truly immersive brand experience to introduce her Savage x Fenty lingerie line. A live music video set, a concert performance and fashion show rolled into one, featuring diverse body shapes. And this experience (which has brought some inclusivity to NY Fashion Week) is set to be streamed to the 200 million members of Amazon Prime on September 20.

Here’s the teaser.

Rihanna, a ‘powerhouse multihyphenate’ (i.e. songwriter, singer, actor, cosmetic and fashion designer), has cultivated a relatable and accessible personal brand largely due to opening up about her own “fluctuating body shape” and her insecurities around it.

She has been strategic about how she’s tapped into what people want to see. Brand ‘Rhianna’ is inclusive, celebrates diversity and acceptance of all body shapes, and all her Fenty brands are imbued with the same.

The Savage X Fenty Show during New York Fashion Week. Photo: Courtesy of Savage X Fenty.

So, breaking the mould of catwalks stacked with 100% genetically blessed models completely aligns with the Rhianna brand. Yes, her show was peppered with an intro performance by RiRi herself, celebrity artists like Halsey and a smattering of supermodels like Cara Delevingne sweeping through between music sets, but the sensory branding experience for the Savage x Fenty show also embraced diversity. The 40-minute long immersive concert spectacular was dense with performers of all different skin tones, sizes and genders and abilities – real people. It’s been reported that the show’s emphasis wasn’t an idealised body type, but the body in motion. Her performers didn’t just strut — the performers twerked, posed, body rolled, with athletic, choreographed moves.

Cara Delevingne at the Savage X Fenty Show during New York Fashion Week. Photo: Courtesy of Savage X Fenty.

The show is giving the finger to how society’s ideal look of sexy is usually portrayed and to the typical fashion show format. An immersive and inclusive performance for those lucky enough to attend and be part of the show is absolutely on brand. Brilliant from a publicity point of view, and when aired on Amazon Prime, will be bringing women what they want to see… themselves.