Fenty Creative Director Rihanna collaborated with GB65 Creative Director Giovanni Bianco, GB65 Art Director Kevin Tekinel, Photographer Katsu Naito, Cinematographer Steven Mastorelli and stylists Jahleel Weaver and Renata Correa to create a multi-layered ad campaign with thematic elements of hard versus soft, and subtle political undertones.
Inspired by the everyday style of powerful women, the newest Fenty collection is served well by this expertly art-directed campaign, which cleverly juxtaposes opposing elements in a visceral way. Hard surfaces are paired with soft, shiny with matte, and luxurious shearlings with neglected stone stairs overgrown by parched grasses. The materials and textures are used as a metaphor for the inner strength it takes to make oneself vulnerable. Adding another layer of meaning, Mannat and Sirat wear earrings and a pendant from Fenty’s recent Cameo collection, featuring a portrait created by Nigerian-born, Yorkshire-based photographer Ruth Ossai and hair-stylist Issac Poleon. Images of barbed wire and a monolithic concrete wall that flashes by in the campaign’s film hint at additional layers of social commentary; it is difficult to say for certain, but the imagery suggests political overtones and possibly a critique of the current US administration’s inhumane policies at the southern border.
Rihanna and Fenty deserve props for continuing to push boundaries in subtle ways, furthering their mission to expand the mainstream media’s portrayal of beauty to be more inclusive with each successive launch.
Fenty Creative Director | Rihanna Fenty Agency | GB65 Creative Director | Giovanni Bianco Art Director | Kevin Tekinel Photographer | Katsu Naito Director | Steven Mastorelli Models | Mannat & Sirat Stylist | Jahleel Weaver & Renata Correa Casting Director | Samuel Ellis Scheinman