6-20 Editorial Campaign with Dede Lovelace & Ajani Russel
Fenty has launched an ad campaign featuring Dede Lovelace and Ajani Russel, stars of the HBO skateboarding series ‘Betty’ and members of an all-girl skate collective called ‘The Skate Kitchen’. The name ‘The Skate Kitchen’ reportedly came from sexist comments posted under YouTube videos of female skaters, telling them to ‘get back in the kitchen’. By taking up space in a sport that is typically male-dominated, Lovelace and Russel embody a youthful spirit of defiance, fearlessness, and freedom, and are ideal ambassadors for Fenty’s mission to redefine luxury fashion in a way that reflects inclusivity.
In the campaign that includes an NYC-based short film by director Steven Mastorelli as captured by India Sleem, with photos by Valentin Herfray, Lovelace and Russel are filmed in a realistic yet richly colored documentary-style. They share concise and impactful wisdom from their personal experience, such as: “Don’t let yourself be ruled by fear. And I think that can apply to anything, like infiltrating a male-dominated space. You have to believe in yourself.” There are moments when facing the camera that they seem quite serious and almost sullen, but when they are skating they both shine with an energetic exuberance. As is typical for Fenty, the styling is on point and both women look effortlessly stylish and edgy.
NYC had a rough start at the beginning of 2020 with the advent of Covid-19, but Dede Lovelace and Ajani Russel are able to make NYC feel fun again. So break out your Fenty gear and skateboard (or bicycle or rollerblades) and get active to build up your street cred. Just don’t try this at home without adding a fashionable helmet, mask, and knee pads!
Fenty Creative Director | Rihanna Fenty Fenty Deputy Creative Director | Jahleel Weaver Director | Steven Mastorelli DOP | India Sleem Photographer | Valentin Herfray Talents| Dede Lovelace & Ajani Russel