Instead of enlisting a cadre of women who mostly look alike with wind-tousled hair, long torsos and perfectly upright breasts, Rihanna, who launched her lingerie line with TechStyle this past May, selected a cornucopia of women to model her bras, undies, teddies and bodysuits. On the Savage x Fenty e-commerce site thighs touch, back fat exists and darker skin tones matter. And instead of categorizing women by body type, she’s mixed them all together to create a beautiful tableau.
“The women in the campaign come across as sexy but not objectified,” said Lulu Bonfils, an 18-year-old model, who’s signed by Muse and appeared in the campaign, which she described as intimate and empowering. “Everybody was telling you, ‘You look really good.’ We took Polaroids and recorded interviews throughout the day talking about our lives and our opinions. I felt like I was more than a model.”
The Savage x Fenty launch speaks to a bigger trend that’s been happening in underwear and lingerie marketing over the last few years. Newer intimate apparel brands such as Lonley, Thinx, ThirdLove, Neon Moon and Lively have helped normalize imperfect bodies with inclusive messaging and visuals highlighting “flaws” that are usually retouched away. And bigger brands