SAVAGE X FENTY Is Bringing Sexy Back
SAVAGE X FENTY Is Bringing Sexy Back
SAVAGE X FENTY by Rihanna has redefined sexy by creating lingerie for all body types. As body positivity is a mindset worn by all people, it is a term designed to welcome change which aligns with the mission of SAVAGE X FENTY. Namely, Rihanna has catered her SAVAGE X FENTY content to promote the mentality that everyone is equal and every body is a sexy body. In doing so, Rihanna has turned to various well known models, actresses and influencers to model her brand and to promote her message.
Source: @Them
Body dysmorphia and insecurities can begin at a vary young age for some individuals—especially now with the overwhelming presence of social media influencers who promote unrealistic and unattainable body images. Influencers with man-made hourglass figures - like Michaela Testa who has had various BBL's to achiever her hourglass figure - often do not disclose that they have had these surgeries, leaving their followers to believe that they too can achieve this figure with the right dieting and exercise. However, this particular mindset can often lead to an increase in mental health issues with young women (e.g. bulimia and anorexia). To counteract this, Rihanna's SAVAGE X FENTY brand has shown that sexy looks good on all body types and has reinvented what 'normal' is.
Brands often collaborate with relevant influencers to produce content that promotes its products and services. This allows them to tap into the influencer’s engaged audience to build awareness in an authentic way. SAVAGE X FENTY has recruited well known influencers and celebrities like Madison Pettis, Sydney Sweeny, and Daquana White to show the range of women the brand represents as well as to advertise the brand to those influencers followers.
As their audience is typically women aged 18+, who come from different backgrounds and who have different body types, SAVAGE X FENTY has ensured that the content they post is relatable to women of all shapes and sizes. For instance, by hiring plus size models as ambassadors to share their stories, and share why they love SAVAGE X FENTY, it helps to rebuild the mindsets of young women struggling with mental health issues. Women from this demographic want to see women like themselves modelling these kinds of products to promote inclusivity and to reimagine what the norm is.
An example of how this inclusivity has been achieved is through not only the presence of plus size, racially diverse models but through various campaigns. Currently, SAVAGE X FENTY has a SAVAGE X Breast Cancer Awareness campaign which is designed to not only raise money and awareness for breast cancer patients, but also to show that even after a mastectomy you are still a woman, and you are still sexy.
Source: SavageX
A business's target market significantly influences the content a brand creates. Brands create content for their customers as a way to generate brand awareness, brand engagement/interaction and sales. Creating a specific, unique and direct social media campaign designed specifically for your target audience will generate paid traffic as well as create organic traffic. This is exactly what SAVAGE X FENTY has done, they have created content their audience has not seen anywhere else and in return, those customers have followed their socials and bought from their store.
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