Lingerie brand Savage X Fenty, founded by singer Rihanna, continues to be a leader in the lingerie industry with its inclusive marketing.
In Savage X Fenty’s latest campaign. it used model Lyric Mariah Heard, who has limb differences. According to Health, Heard lost her foot and two fingers after suffering from amniotic band syndrome in the womb.
This isn’t the first time the inclusive brand has featured a model with a physical disability. Previously Kiara Marshall, who describes herself in her Instagram bio as “partially bionic,” has also modelled for the lingerie brand.
Savage X Fenty has been at the forefront of using models to promote diversity and inclusivity since its foundation.
While the brand does use traditional supermodels such as Bella Hadid and Cara Delevingne, it also frequently uses plus-sized models, disabled models, LGBTQ+ models and models from varied backgrounds.
Savage X Fenty campaigns are always filled with different types of women and different types of bodies, and the success of these campaigns seems to have created a new inclusive trend in the lingerie world.
Victoria’s Secret just rebranded in an effort to be more inclusive.
Honey Birdette also featured drag queens Violet Chachki and Aquaria, both winners of RuPaul’s Drag Race, in its latest show.
Savage X Fenty has also always positioned itself as body-positive and inclusive. As a result, it has received more consistent positive attention than other lingerie brands, that may have to contend with shedding their former images.
Shifting from promoting narrow beauty standards to then promoting body positivity and diversity, is not always easy. Supermodel Bridget Malcom, recently called Victoria Secrets rebrand, “too little, too late.”
Savage X Fenty’s latest campaign has since gone viral on Twitter, and for all the right reasons.
— la chica seksi (@all4csosa) July 15, 2021
Obviously representation only goes so far, but when your disability is on the rare side and you’re used to never seeing anyone else who looks like you, stuff like this feels really nice. Thanks for hiring models with limb differences, @rihanna pic.twitter.com/CVpdCeG6qD
— Kim Kelly (@GrimKim) July 13, 2021
— jasmine (@jazzyphizzzle) July 15, 2021
Clearly being inclusive also pays. Forbes, reported in February that Savage X Fenty was valued at US$1 billion dollars.
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
According to a new study by Gemini, the meteoric rise and subsequent volatility of Bitcoin has many Aussies considering whether digital assets have a place in an investment portfolio, often comparing cryptocurrencies against more traditional asset classes, such as property. Now, as concerns grow over inflation and the economic slump – motivating many investors to look […]
Facebook has officially released the campaign for the succinctly named Ray-Ban Stories: First-Generation Smart Glasses. The Ray-Ban Stories are, according to Facebook’s official release, “smart glasses that give you a new way to capture photos and video, share your adventures and listen to music or take phone calls.” They are the product of a collab […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]