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

Rihanna is back with a sultry star-studded campaign to promote her upcoming Savage x Fenty fashion show, which airs exclusively on Amazon Prime this Friday. The billionaire singer teased fans with a clip posted to Twitter last night to excite viewers and present the lingerie line in unconventional ways through music and dance performances.

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

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

Savage x Fenty Vol. 3 features live music from Daddy Yankee, Nas, and Ricky Martin, along with contemporary choreography and gorgeous neon stage design, which creates a full sensory experience for Amazon Prime audiences.

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 praised for including plus-size and transgender models, drag queens and queer artists, and her new campaign proves Savage x Fenty’s commitment to anyone – no matter their race, age, size, sexuality or gender identity – is worthy of being on the track.

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