Marketing Strategy for Fenty Beauty
Growing up, I recall preparing for my dance recitals and having to wear beige tights because they were the only “nude” color stockings available to me. For decades, fashion has featured predominantly thin white models, but in recent years, with the lead of consumer demand and social media, designers have started progressing to include models outside this category. One designer who is here to challenge these fashion norms is Rihanna. From her Fenty beauty line to her Savage collection, Rihanna is creating products that actually acknowledge the diversity of the world we live in.
In the past, the fashion industry largely showcased thin, white models, but recently, driven by consumer demand and the influence of social media, designers have started breaking away from this tradition. Rihanna, in particular, is challenging these fashion norms with her Fenty beauty line and Savage collection, which celebrate diversity and inclusivity.
Rihanna’s latest Savage x Fenty lingerie show, which closed out New York Fashion Week, defied conventional fashion show norms and received a tremendous response. The show featured women of all body shapes, sizes, and skin colors, including two pregnant women—a rare sight in the fashion world. Rihanna’s decision to cast real women on the runway was widely praised and celebrated on the internet.
The show featured a wide range of nude-colored pieces, catering to the diverse spectrum of skin tones that exist. The size range was also impressive, with bras available from 32 A to 44 DD and underwear from XS to 3X. Savage x Fenty demonstrates that diversity not only matters but is also a recipe for success. The entire presentation conveyed a powerful message of empowerment and celebrated the differences among women. Collections like this represent a significant step forward in diversifying the fashion industry, creating an inclusive space for everyone to express their individuality.
Savage x Fenty is a forward-thinking line that exemplifies what fashion should be. Rihanna’s collection redefines beauty by embracing authenticity without apology. When young girls see women who look like them in media and advertising, it reshapes their perception of beauty and instills the belief that they can achieve anything. While some brands superficially include diversity, there is still a long way to go in the fashion industry. Brands need to educate themselves on diversity and inclusion, starting with diverse decision-makers who can bring a broader range of perspectives and ideas. This shift can elevate inclusion in the fashion industry from a token gesture to the new standard.
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