Review of Savage X Fenty Valentine’s Day 2021 Ad Campaign by Creative Director Rihanna Fenty & Photographer Dennis Leupold with Rihanna, Miguel, Nazanin Mandi, Alek Wek, Chinqpink, & Lulu Bonfils
Savage x Fenty unveils a new drop in celebration of Valentine’s Day. Photographer Dennis Leupold captures a talented cast representing a beautiful spectrum of colors and sizes, all bedecked in a ravishing dose of red.
The still portion of the campaign simultaneously pokes fun at and revels in the tradition of homemade Valentine’s Day cards.
Each image appears as a maximalist collage, layering cut-out photographs with rhinestones, roses, conversation hearts, and lots of red.
The film side of the campaign opts for a more straightforward celebration of sexiness and self-love. Over its pretty standard honeymoon-suite lingerie-commercial aesthetic are layered interviews with the cast members. They reflect on questions of romance, self-love, and what the tradition of Valentine’s Day can mean to them.
The approach fits into a larger and important trend within intimates marketing that seeks to move past obvious objectification and assert that it is more important to portray women’s voices than bodies.
Though we wonder whether it can’t be done with a little more finesse – the sexy imagery and interviews are glued together a little awkwardly – we recognize it as a strong step, and are thankful to Fenty for continuing to play an active role in this conversation.
With its sexiness both serious and silly, beautiful inclusivity, and strong note of feminism – all expressed through striking visuals – this Valentine’s card has made our day.
Savage X Fenty Creative Director | Rihanna Fenty Photographer | Dennis Leupold Talents | Rihanna, Miguel, Nazanin Mandi, Alek Wek, Chinqpink, & Lulu Bonfils
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