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Ad of the Day: Rihanna revolutionizes fashion with Savage x Fenty Amazon Prime show

Rihanna is back with a star-studded sultry campaign to promote her upcoming Savage x Fenty fashion show, which will be streamed exclusively on Amazon Prime this Friday. The billionaire songstress teased fans with a clip posted to Twitter last night to hype up viewers and showcase the lingerie line in an unconventional way through music and dance performances.

During the minute-long trailer, we see the We Found Love singer and her army of models ride elevators to the top of a huge skyscraper and then glamorously make the city their own with Helena’s Do It To ’Em playing softly in the background.

The seductive spot features the likes of supermodel Joan Smalls, pop sensation Normani, model Gigi Hadid and actress Thuso Mbedu. Now in its third year, the annual Savange x Fenty show doesn’t shy away from pushing the boundaries of what a fashion show typically entails, and this new campaign has reinvented the norm all over again.

Savage x Fenty Vol. 3 encompasses live music from Daddy Yankee, Nas and Ricky Martin, as well as contemporary choreography and beautiful neon set design, which creates a full sensory experience for the Amazon Prime audience.

Rihanna has long been praised for her inclusive and diverse castings in her various fashion shows and campaigns for cosmetics brand Fenty. The entrepreneur has been lauded for the inclusion of plus-size and transgender models, drag queens and queer performers, and her new campaign proves the Savage x Fenty commitment that anyone – no matter what race, age, size, sexuality or gender identity – is worthy of being on the runway.

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