Savage X Fenty is no stranger to making a statement. But the brand’s latest marketing move has taken things to a whole new level—literally. During New York Fashion Week in September 2026, giant pieces of lingerie were suspended over the streets of Manhattan, casting shadows onto the sidewalks and crosswalks below.
The installation, placed along Seventh Avenue and Fashion Avenue, featured oversized replicas of the brand’s lingerie. The most striking aspect wasn’t just the size—it was how the pieces interacted with the city. As the sun moved, the shadows of the garments shifted across the streets, turning the urban landscape into a living, breathing advertisement.
The brand’s cheeky caption summed it up perfectly: “The only shade we’re throwing is over NYC”. The play on words—referencing both the literal shadows and the brand’s playful attitude—captured exactly what Savage X Fenty is about
The Reaction: Praise and Pushback
As with most bold marketing moves, the response was mixed.
Some praised the creativity and the brand’s refusal to do things the conventional way. The campaign was described as “a simple concept with expert execution,” proving that breaking the mold of conventional advertising can be a powerful way to grab attention. Fans noted that the brand managed to attract attention without live models, billboards, or standard advertising posters.
Others were less impressed. Some questioned the appropriateness of the installation, pointing out that schoolchildren and families walk along those streets. The location raised concerns about whether the advertising might be misinterpreted by children. Others simply found the idea of a giant pair of underwear hanging over the city to be a bit much.
Despite the controversy—or perhaps because of it—the campaign succeeded in one crucial way: it got people talking.
Rihanna’s Personal Touch
The campaign was amplified by Rihanna’s own social media presence. In early September, she posted a carousel of images modeling the brand’s Piccadilly Lace collection. The caption was classic Rihanna: “summer over…but still got pics to post”.
She wore the Piccadilly Lace corset (29.95), posing against a bright blue sky. The look featured a black floral lace design, bright red lipstick, and a half-up hairstyle that revived an early aughts favorite. Savage X Fenty reposted the images with the caption: “We could talk about the lace, but @BadGalRiri says it best”.
The corset sold out online shortly after.
The Brand’s Philosophy
What makes Savage X Fenty’s marketing work is that it aligns with the brand’s core philosophy: inclusivity and body positivity.
Since launching in 2018, the brand has been valued at $1 billion and is known for its diverse sizing and broad representation. Rihanna has consistently used her platform to advocate for body acceptance, particularly throughout her pregnancies.
“My body is doing incredible things right now, and I’m not going to be ashamed of that,” she told Vogue during her first pregnancy. “This time should feel celebratory” .
She has also spoken about the brand’s mission: “We always want to include women who haven’t felt sexy by society’s terms and expectations,” she said. “I don’t care about size, shape, or color; I embrace all types of women”.
Conclusion
Savage X Fenty’s latest marketing campaign is a unique example of attention-grabbing advertising. By turning the streets of New York into a canvas for its products, the brand created a moment that was impossible to ignore—whether you loved it or hated it.
The mixed reaction is part of the point. In a world saturated with advertising, the brands that win are the ones that make you stop, look up, and form an opinion, and Savage X Fenty did exactly that.
As one report noted, “The brand has effectively turned not only its products but also the shadows they cast on the city streets into advertisements” . It’s a bold, unapologetic approach that fits perfectly with the brand’s identity.
And whether you found the giant floating lingerie brilliant or bizarre, you’re talking about it. Which means it worked.
