Savage X Fenty casts giant lingerie shadows over New York

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

Spotted around Seventh Avenue and Fashion Avenue, the installation turns the city itself into the media.

Instead of simply showing lingerie on a billboard, the brand has enlarged the product into street-scale structures whose shadows become the advertising.

It is a neat piece of experiential marketing because the creative changes with the conditions. As the sun moves, so does the image, stretching Savage X Fenty’s silhouettes across traffic lanes, crossings and pavements.

The stunt also makes smart use of New York Fashion Week behaviour. Editors, creators and fashion crowds already treat the streets between shows as an extension of the runway, giving the installation a ready-made audience and plenty of opportunities for social content.

Rihanna’s lingerie brand has made spectacle part of its identity, and the New York stunt brings that instinct out of the show venue and onto the street.

The approach follows a wider shift towards brands using Fashion Week cities as creative playgrounds.

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

For Savage X Fenty, it is another public expression of a brand that has long pushed lingerie beyond conventional fashion imagery.

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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