11 minute read
CONCLUSION
Over the past few years, we have seen a drastic shift in the awareness surrounding inclusivity, body image, and sex. Rihanna champions this change and uses Savage x Fenty’s position as a revolutionary brand to become the forefront of this cultural shift, to reinstate the freedom and power for anyone to feel sexy in their own skin.
Savage x Fenty, 2020. Savage x Fenty Vol. 2 Show [digital image]. revistalofficiel.com.br. Available at: https://www.revistalofficiel.com.br/moda/de-demi-moore-a-lizzo-veja-quembrilhou-no-desfile-da-savage-x-fenty [accessed 26/01/21]
Beautifully captured during the Vol. 2 show in their Garden of Eden set, the incorporation of flowers creates the illusion that Rihanna is blooming out of the bud and her pose creates even more dimension to the image.
Leupold, D,. 2019. Savage x Fenty Summer Campaign [digital image]. dennisleupold.com. Available at: http://www.dennisleupold.com/new-gallery/8dojf7wjsq24r1zq52kpbsxp4uc98h [accessed 01/02/21]
Published for their 2019 summer campaign, this image by Dennis Leupold shows Rihanna’s gaze that is not directly focused to the lens which creates a sense of barrier between her and the viewer. However her strong expression feels captivating and engaging making the audience want to linger.
Kane, K,. 2013. Victoria’s Secret Fashion Show 2013 [digital image]. fortune.com. Available at: https://fortune.com/2014/12/02/7-surprising-facts-about-the-victorias-secretbusiness/ [accessed 03/02/21]
This accurately captures the lack of diversity shown by Victoria’s Secret in their previously glorified annual fashion shows, featuring the “angels” that still carries substantial influence till today.
Savage x Fenty,. 2020. Rihanna apolagises to muslims for using Islamic hadith in lingerie show [digital image]. tribun24.com. Available at: https://www.tribun24.com/Section-culture6/449-rihanna-apologises-to-muslims-for-using-islamic-hadith-in-lingerie-fashion-showdetails [accessed 28/01/21]
The spectacular snapshot incapsulates the dynamic motion and expression of the models and dancers running their hands through their breasts towards their neck connoting sex and female pleasure.
Leupold, D,. 2020. Savage x Fenty Valentine’s Day Campaign 2021 [digital image]. dennisleupold.com. Available at: http://www.dennisleupold.com/new-gallery/ u8yhgek8yguv9j3ojc3shz5t1ar0j8 [accessed 01/02/21]
Captured by Dennis Leupold and collaged by labyrinthofcollages.com this image showcases the creative detail to their campaigns, using the collages creates a more engaging and personal feel.
Leupold, D. 2020. Tackling all the Stars in Rihanna’s Savage X Fenty Vol. 2 [online]. Harper’s Bazaar. Available at https://www.harpersbazaar.com/celebrity/latest/g34239597/ savage-x-fenty-cast/ . Date accessed [18/11/20]
Taken during the Vol.2 show, this image which was also captured by Dennis Leupold features all the celebrities, models, and dancers involved in the film and perfectly spotlights the diversity in Rihanna’s shows.
Barthes, R., 1990. The Fashion Systems. Berkeley: University of California Press.
Theorist Roland Barthes is the pioneer of semiotic analysis which is the study of signs and symbols used to create meaning and interpretation. Semiotics include deconstructing images and analysing hidden connotations, integral to understand visuals in marketing.
Savage x Fenty Vol. 2, 2020. [Film]. Directed by Alex Rudzinski. California: Amazon Studios.
This display of talent during a global pandemic shows the creativity of Savage x Fenty to produce visual masterpieces in a digitally accessible show, featuring the celebrities who Rihanna has collaborated with. It revealed Rihanna’s design process into the collection and her attention to detail concerning fabric and fit.
Savage x Fenty Show 2020: Rihanna interview, 2020. [Youtube] Caterina Di lorgi, October 3. Available at: https://www.youtube.com/watch?v=zwz3uaM5f_k [Accessed 28 January 2021]
It gives insight into the background and vision of Savage x Fenty from her mindset of “What’s next?” to her values of inclusivity and celebrating diversity. The interview also revealed how Savage x Fenty is an extension of herself and rooted by her core beliefs and a means to address important conversations. It also explains the production process of creating Vol. 2 from the individual roles and contributions of the crew, dancers, and artists.
Stevens, J,. 2018. Starvation diets, obsessive training and no plus-size models: Victoria’s Secret sells a dangerous fantasy [online]. Available at: https://www.theguardian.com/lifeandstyle/2018/nov/22/victoriassecret-show-angels-lingerie [Accessed 27 January 2021]
This article spotlights the different backlashes surrounding Victoria’s Secret which led to its downfall, from different sources of employees who worked in the marketing team to models who walked the runway. The severely unrealistic projection of the models as the “standard” of beauty is now becoming seemingly irrelevant.
Swami, V,. and Szmigielska, E,. 2013. Body image concerns in professional fashion models: Are they really an at-risk group?. Psychiatry Research [online]. 207 (1–2), pp 113-117. Available via: Science Direct [Accessed 06 February 2021]
This research analysed the risk factors of professional models in conjunction with negative body image and eating disorders. Using two control groups of professional models and average citizens, it discovered that models are often unaware of the risks they put upon themselves with their desire to be constantly thinner. Having this mentality as part of their job description makes it hard to differentiate what is healthy and what is a professional requirement.
Wilson, E,. 1985. Adorned in Dreams: Fashion and Modernity. London: I.B. Tauris.
Adorned in Dreams explains the links between fashion and erotism to help understand the origins of different ideals such as the female gaze, lingerie, and fetishes which supports the argument that women relate their body image and using lingerie on a positive and negative spectrum. Wilson explains that the connection between fashion and erotism is interlinked thus allowing us to feel different emotions when wearing lingerie.
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