Fenty announces the second drop from their Summer 2020 collection with a colorful new campaign.
The collection and its campaign form the second part of a three-part series to be released across June and July. This campaign continues the motif of exploring the intersection of youth culture and art. Photographer Lea Colombo captures her models soaked in the colors of a psychedelic sunset, while a painted studio background recalls both street art and expressionist movements.
An accompanying short film that feels like a lost VHS tape collage brings music and motion into the picture. A hypnagogic soundtrack emphasizes the throwback 90’s vibes, while claustrophobic camerawork doubles down on the sense of psychedelic induction. It’s a smart way to mirror the melty prints and patterns that characterize this particular drop.
The campaign does a good job of staying grounded within the established aesthetic of the series while still remaining fresh on its own. Each element is smartly chosen to contribute to the singular vision, and the result is intoxicatingly well realized.
Fenty Creative Director | Robyn Rihanna Fenty Art Director | Lolita Jacobs Photographer | Lea Colombo Models | Amrit, Assa Baradji, & Mao Xiaoxing Stylist | Jahleel Weaver Manicurist | Beatrice Eni Casting Director | Samuel Ellis Scheinman