A new campaign from Fenty has us seeing shoes from a new perspective.
Designer Amina Muaddi – who seems poised to become this century’s Louboutin – worked alongside creative director Rihanna to develop four new shoe styles. With their bold colors, Greco-Roman inspiration, and modern athletic edge, the unique designs find a balance of strength and feminity.
[This is] footwear that represents the muse and the brand: strong, refined and feminine.”
— Amina Muaddi, Shoe Designer
The shoes are captured in a vertiginous photography campaign by Valentin Herfray. Herfray positions his camera almost on the ground, incredibly close to the models’ feet. This lends each woman the appearance of a giantess, with her long legs, torso, and limbs stretching off into unseen heights. While subjects of the photographs appear to be in perfectly comfortable positions, the unusual camera angles and sense of vertical motion give the viewer a feeling of instability and dizziness. We almost fear we will be stepped on.
Rihanna and Fenty continue to be endlessly cool. Working with a brilliant young designer they released what are probably the shoes of the summer, and celebrated them with a wonderfully energetic and unexpected campaign.