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The Savage X Fenty shows are now the DNA of what Savage has become. Its their "superbowl" event of the New York Fashion Show. It drives 10x conversion and AOV's during and after the shows. Premiere night is prime time for the show and helps drive the business KPI's immensely.

Throughout the years, the television special has won three Webby Awards, and received nominations from the Set Decorators Society of America Awards and the Art Directors Guild Awards.

In 2022, it won the Primetime Emmy Award for Outstanding Choreography for Variety or Reality Programming for Parris Goebel's work on Vol. 3.

The Result

In 2018, Rihanna launched a new lingerie line called Savage X Fenty. On September 12, 2018, the first Savage X Fenty Show took place at New York Fashion Week. Models included Bella Hadid, Gigi Hadid, Indira Scott, and Slick Woods.

Harper's Bazaar called it "a celebration of racial diversity and body inclusivity."

Savage x Fenty is a company that celebrates all body shapes and encourages confidence through women and men lingerie.

On September 10, 2019, the first special was filmed at Barclays Center in Brooklyn for New York Fashion Week, with a group of dancers choreographed by Parris Goebel. It featured Rihanna, along with supermodels Gigi Hadid, Bella Hadid, Cara Delevingne, and Joan Smalls, appearances by 21 Savage, Normani, Christian Combs, and Paloma Elsesser, and performances by Halsey, Migos, Big Sean, DJ Khaled, Fat Joe, Fabolous, Tierra Whack, and A$AP Ferg.

Vol. 2 was filmed at the Los Angeles Convention Center and showcases Rihanna's Fall 2020 collection, and includes performances by Travis Scott, Miguel, Rosalía, Bad Bunny, Ella Mai, Mustard, and Roddy Ricch. Featured on the runway are Bella Hadid, Big Sean, Cara Delevingne, Christian Combs, Normani, Paloma Elsesser, Lizzo, Demi Moore, Gigi Goode, Irina Shayk, Laura Harrier, Paris Hilton, Rico Nasty, Ryan Garcia, Shea Couleé, Willow Smith, and Jaida Essence Hall, with dancers choreographed by Parris Goebel.

Vol. 3 was filmed at the Westin Bonaventure Hotel in Los Angeles and includes performances by Nas, Daddy Yankee, BIA, Jazmine Sullivan, Ricky Martin, Normani, and Jade Novah, and appearances from Adriana Lima, Alek Wek, Behati Prinsloo, Bella Poarch, Eartheater, Emily Ratajkowski, Erykah Badu, Gigi Hadid, Gottmik, Irina Shayk, Jeremy Pope, Joan Smalls, Jojo T. Gibbs, Leiomy, Lola Leon, Lucky Blue Smith, Mena Massoud, Nyjah Huston, Sabrina Carpenter, Soo Joo Park, Symone, Thuso Mbedu, Troye Sivan, Vanessa Hudgens, and Cindy Crawford.

The Solution

The Problem

We wanted to disrupt the New York Fashion Show by putting on a completely different type of fashion runway which included a diverse range of models and turn into an event that inclusive not exclusive. We supported the show with shoppable content during the shows and managed the strategy of driving conversion and acquistion through this channel

Savage X Fenty

New York Fashion Show - Vol 1, 2 & 3


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