Savage x Fenty has released a Summer 2020 ad campaign with a tropical vibe featuring model, actress, singer, and Certified Life-Coach Nazanin Mandi. With set-pieces that are bright and bold, plus a short film with a Caribbean-influenced soundtrack, the ad campaign evokes hot summer nights with even hotter curves via a bevy of models representing a wide range of body types and skin tones, all shiny and glistening from a liberal application of baby oil.
The Savage x Fenty brand owns this type of festive color palette, with its unique mix of intensely popped oranges, reds, yellows, and pinks, plus a dash of minty green and creamy lavender. Also unique is the brand’s emerging pattern of strategic casting, in which they tap a beautiful up-and-coming young talent (in this instance Mandi, and before that Normani from the girl group Fifth Harmony) along with an entourage of supporting models. This casting approach is smart because like all celebrity-based campaigns, Fenty benefits from the celebrity’s fanbase while simultaneously promoting the brand’s values through the diverse casting of models who are brought in to support the lead. The campaigns are titillating enough to inspire myriad Google Image searches by those who want to see the headliner in sexy underwear…but are not too racy, so that the same images could be used by People Magazine or US Weekly, or perhaps as a featured spot for a TV show like Entertainment Tonight. The background sets support this approach, as they are catchy-looking but not prohibitively extravagant, perhaps positioning the lingerie collections as less-intimidating entry-level-luxury. Smart and fun, the ad campaign is not dissimilar to those page-turning romance novels that are always the perfect summer beach read…because they are colorful and unabashedly sexy, but don’t take themselves too seriously.
Fenty Creative Director | Rihanna Fenty Creative Director | Jen O’Hill Photographer | Dennis Leupold Models | Nazanin Mandi, Kiara Pike, Tabria Majors Stylist | Jessica Elisa, Kendall Dorsey Hair | Yuichi Ishida Makeup | Priscilla Ono