Savage X Fenty cast giant lingerie shadows across New York Fashion Week

People walking through Manhattan during New York Fashion Week found oversized bras and underwear suspended above the street. As sunlight passed through the installations, enormous lingerie-shaped shadows appeared across roads, crossings and pavements.

Savage X Fenty placed the structures around Seventh Avenue, also known as Fashion Avenue, turning one of New York’s best-known fashion districts into an outdoor display.

Sunlight completed the installation

The physical lingerie structures provided only one part of the campaign. Sunlight created the image that people experienced at street level.

As the sun changed position, the shadows moved and stretched across the surrounding space. The creative therefore looked different depending on the location, weather and time of day.

Rather than printing lingerie on a conventional billboard, Savage X Fenty used the shape of its product to create the advertising. The street became the media space, while the sun acted as part of the production.

Giant lingerie appeared above Manhattan

The scale made familiar pieces of clothing difficult to ignore. Bras and underwear became street-sized objects floating above pedestrians and traffic.

Savage X Fenty branding placed beside the installations helped people connect the unexpected silhouettes with Rihanna’s lingerie brand. From a distance, viewers could see the physical structures. At ground level, they encountered the shadows moving across their route.

The format gave people several ways to photograph the work. They could capture the oversized lingerie above the street, the shadow below or both elements together.

Fashion Week extended into the streets

The timing placed the installation in Manhattan while editors, creators, buyers and fashion audiences were travelling between New York Fashion Week events.

For these visitors, the streets surrounding the shows already functioned like public runways. Outfits were photographed outside venues, creators produced social content and brands competed for attention beyond the official schedule.

Savage X Fenty entered that behaviour with an installation designed to be encountered while walking through the city. People did not need to attend a show or enter a branded venue to experience it.

The moving shadows also gave the physical campaign a natural life on social media. Every photograph could look slightly different because the sunlight and surrounding street activity continued to change.

The product became the advertising medium

The installation worked because its construction stayed close to what Savage X Fenty sells. The brand did not need a complicated message or a model wearing the collection. Enlarged lingerie and the shadows it produced communicated the category immediately.

It also carried the sense of spectacle associated with Savage X Fenty’s previous fashion presentations into a public setting. Instead of building a stage indoors, the brand used Manhattan’s buildings, streets and daylight.

The result was an outdoor campaign that changed throughout the day and placed lingerie directly over one of the world’s busiest fashion districts.

Credits

Savage X Fenty Giant Lingerie Shadows, 2026. Created for Savage X Fenty during New York Fashion Week in Manhattan, New York. The outdoor and experiential installation appeared around Seventh Avenue, also known as Fashion Avenue. Additional agency and production credits were not publicly listed at the time of publication.