Whether you are a busy mom on the go, taking care of business calls or simply heading to the gym, powering through the day is a workout in itself and women do it all. That is what Savage X Fenty wants to remind everyone.
Rihanna’s Savage X Fenty lingerie and sleepwear brand is continuing to embrace inclusivity with the launch of a new sports line called Savage X Fenty Sport. To celebrate the collection, the brand has launched the “Power X Play” campaign, featuring a spot that highlights the brand’s commitment to inclusivity as it aims to redefine the current state of athletic wear for women, which is often constricting and size-limited, by offering apparel that is fashionable, comfortable and created for everyday use.
The 30-second spot, made by creative agency Giant Spoon and in collaboration with director Amber Grace Johnson, features a diverse group of women including martial artist Nelita Villezon and curve model Precious Lee. The spot follows a soon-to-be-mother strutting down the aisle of a futuristic grocery store. Despite being pregnant, she’s rocking boxing tape and a casted heel. Showing off the versatility of both the company’s apparel and the women who wear it, the spot continues with a woman taking a business call on a treadmill—wearing a tutu and pointe shoes. In the last shot, the silhouette of an X emerges as Precious Lee effortlessly lifts a car while donning heels. The collection featured in the spot was made in collaboration with Adam Selman, the executive design director of the Savage X Fenty Sport line.
“This film is about the art of being a powerful woman,” Johnson said in a statement. “Motherhood is a sport; a trip to the grocery store is a sport; a night at the club, sweating and dancing and being unruly with your girls is a sport. Women do it all.”
The power shift for women
As underscored by companies such as Target and Dove shifting toward more inclusive marketing, brands going beyond one-dimensional campaigns is crucial in the creation of a more diverse and representative space in advertising as a whole. For Savage X Fenty and Giant Spoon, it was important to not only recognize the significance of a more inclusive approach, but to also authentically reflect their audience’s identities and align with their values.
“The ‘Power X Play’ campaign is about refusing to compartmentalize. It says there’s no dotted line between life and sport,” Ian Grody, executive creative director at Giant Spoon, said in a statement. “Above all, we wanted the work to live up to the creative bar of the brand and the extraordinary rule-breakers who wear it.”