Savage The brand founded by Rihanna has suspended giant reproductions of its garments over different streets in Manhattan so that their silhouettes are projected on the asphalt.

The installation, visible in areas such as Seventh Avenue and Fashion Avenue coinciding with New York Fashion Week, reproduces bras and underwear on a large scale. Instead of showing the garments using a conventional graphic, it is their shadows that appear on roads, pedestrian crossings and sidewalks.

Original post: Instagram @savagexfenty

A creativity that changes with the movement of the sun

The particularity of the action is in its changing character. As the day progresses and the sun moves, so do the shadows of the garments, changing their size and position on the streets and traffic of New York.

The location also takes advantage of the movement generated by Fashion Week in the city. Editors, content creators and attendees move between the different events, making the streets an extension of the catwalks themselves and multiplying the possibilities for the installation to be seen and shared on social networks.

Original post: Instagram @vivllainous

The initiative transfers to the public space the spectacle component that Savage X Fenty has usually incorporated into the presentation of its lingerie. On this occasion, the city functions simultaneously as a stage, a support and part of the creativity.

The action joins other proposals that are using New York as a creative territory during fashion week. Calzedonia, for example, has launched a taxi themed with tights to take its presence beyond the traditional parade spaces.