Savage X Fenty Ad Campaign 'Game-Day 2023

Savage X Fenty

'Game Day Collection' 2023 Ad Campaign

Review of Savage X Fenty ‘Game Day Collection’ 2023 Ad Campaign by Rihanna

Savage X Fenty has dropped a limited-edition collection of football-themed styles to get ready for the highly-anticipated performance by brand visionary and CEO Rihanna. With the brand’s YOUniversal approach to fit, function and individuality at its core, the Game Day collection offers a fun, sporty take on classic styles, including hoodies, sweatpants, varsity jerseys, tops, hats, beanies, boxers and a bandana.

With punchy nods to the popular American sport, the multi-category Game Day collection features a 17-piece assortment of fresh, playful styles that can be paired together or worn as separates for the big sporting event – no matter what team you’re rooting for.

Inspired by the hues of a football, the LVII Cropped Jersey, and LVII Hoodie and Sweatpants set (Cookie Brown; also available in Black Caviar) gives off rich, natural tones with bold logo hits on the front and back of each style. The LVII Two-Tone Jersey has a Savage twist with Rihanna’s signature printed on the front X motif, while the LVII Surprise Tee includes an unexpected Rihanna graphic only seen by pulling up the t-shirt. There is also football-patterned LVII Cotton Boxers, a sexy LVII Tube Top as well as colorful accessories – the LVII Beanies, Hats and Bandana – that add a pop to any sporty ‘fit.

The accompanying campaign features Rihanna in a head-to-toe Game Day look featuring the LVII Two-Tone Jersey, Sweatpants (Black Caviar) and Beanie (Cookie Brown).

Additionally, Savage X Fenty is launching a three-day, retail pop-up experience in Los Angeles. Taking place the weekend of January 27-29, customers are invited to shop the Game Day collection in a turf-lined store featuring football-themed mannequin heads and goal posts as clothing racks, photo moments, branded giveaways and more.

Savage X Fenty Creative Director | Rihanna