Savage X Fenty surprised New York with an unusual ad campaign
During New York Fashion Week, giant pieces of women’s lingerie appeared on the streets of Manhattan. The Savage X Fenty brand transformed ordinary advertising structures into an unusual street installation, whose shadows fell directly onto the roads and sidewalks throughout the day.
The lingerie brand Savage X Fenty, founded by Rihanna, launched an unusual advertising campaign in New York. Giant replicas of lingerie pieces were suspended right above the streets of Manhattan. The installation was placed along Seventh Avenue and Fashion Avenue. Instead of the usual billboards or advertising posters, the brand used enlarged versions of its own products.
The most interesting aspect of this campaign is not only the size of the structures themselves, but also how they interact with the city. The suspended items cast large shadows on the asphalt, crosswalks, and sidewalks. Throughout the day, the appearance of the installation changed along with the sun. The shadows moved through the streets, shifting in shape and size. As a result, people passing by at different times effectively saw different versions of the same advertisement.
In this way, the brand relied not on traditional advertising formats, but on the urban space itself. The giant pieces of lingerie became part of Manhattan’s streets, and their shadows served as a unique extension of the installation. The campaign was launched specifically during New York Fashion Week. During this period, Manhattan traditionally transforms into a vast venue for fashion shows, presentations, and other fashion-related events.
As a result, Savage X Fenty’s unconventional advertisement blended seamlessly into the neighborhood’s atmosphere. At the same time, the brand managed to attract attention without live models, large billboards, or standard advertising posters. The creative campaign is already being discussed in fashion and advertising circles. It’s being cited as an example of how an ordinary advertising object can be transformed into a striking urban installation.
However, the reaction to the campaign on social media has been mixed. Some users liked the idea precisely because of its uniqueness, but others were critical of it. Some people believe that an ordinary billboard can easily be overlooked or walked right past. In contrast, massive structures that literally loom over the streets are impossible to ignore.
Users have also pointed out the location where the installation was set up. Schoolchildren and families with children walk along these streets, so some people believe that such advertising might be inappropriate or could be misinterpreted by children. At the same time, it is unclear whether the installation of these structures was approved by New York City authorities. There is also no information yet on how long the giant lingerie pieces will remain along Seventh Avenue and Fashion Avenue.
Despite the controversy, the campaign has already drawn attention to Savage X Fenty precisely because of its unusual format. The brand has effectively turned not only its products but also the shadows they cast on the city streets into advertisements. This was reported by the creative agency Creapills.
