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.
https://www.instagram.com/p/CQ_7ykWrkHL/
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.
https://www.instagram.com/p/CQ0_WQbpc2M/
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.
https://www.instagram.com/p/CQMruB5n9jx/
Honey Birdette also featured drag queens Violet Chachki and Aquaria, both winners of RuPaul’s Drag Race, in its latest show.
https://www.instagram.com/p/CRNY-p3pRox/
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.
https://twitter.com/all4csosa/status/1415464667405766657
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
This Rih and her team are phenomenal ✨ @SavageXFenty https://t.co/4saYJ8MwsM
— 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.
