Savage X Fenty casts giant lingerie shadows over New York

Savage X Fenty has taken over New York Fashion Week with a CGI outdoor campaign that suspends giant lingerie above Manhattan streets, using sunlight to cast oversized bra and underwear shadows across the road below.

The brand has enlarged the product into street-scale structures whose shadows become the advertising.

The sun casts Savage X Fenty’s silhouettes across traffic lanes, crossings and pavements.

Editors, creators and fashion crowds already treat the streets between shows as an extension of the runway, giving the installation a ready-made audience on social.

This week, Calzedonia’s Fashion Week cab put tights on the move around New York rather than confining the campaign to a show venue.

We previously covered its Caramel Curves campaign, which put a New Orleans women’s biker group at the centre of the work.

credit: Savage x Fenty

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