Rihanna’s newest Savage X Fenty marketing campaign stars Black breast most cancers survivors

Rihanna’s newest Savage X Fenty marketing campaign stars Black breast most cancers survivors

Written by Jacqui Palumbo, CNN

Rihanna is utilizing her newest Savage X Fenty marketing campaign to shine a highlight on Black breast most cancers survivors.

In help of Breast Most cancers Consciousness Month, the singer’s lingerie model requested three “survivors and thrivers” to mannequin new types from a capsule assortment that may instantly profit the Clara Lionel Basis, a charity based by Rihanna in 2012. A press assertion stated that Savage X Fenty will donate a portion of the proceeds — as much as $250,000 in whole — to assist the group fund most cancers analysis and help for Black folks recognized with the illness.
Leiva, one of the three models, wanted her scars to be shown in photos.

Leiva, one of many three fashions, wished her scars to be proven in images. “I don’t see my scars as scars,” she stated in an e-mail. “I have a look at them as my handmade jewerly items … reminding me and others I’m right here and thriving.” Credit score: Courtesy of Savage x Fenty

The marketing campaign images characteristic Cayatanita Leiva and Ericka Hart, each 34, and Nykia McKenzie, 26, carrying the gathering’s sporty new types in opposition to draped pink material. Every mannequin had a hand in how they have been introduced, both taking the images themselves or with the assistance of a liked one.

Hart, who posed in a grey bralette and panty set, was recognized with two varieties of breast most cancers without delay: HER2-positive and triple-negative. The mannequin credited the Black femme and queer communities with being a supply of help.

“The Savage X Fenty marketing campaign was affirming of my expertise as not only a breast most cancers survivor however all of my intersections of id as a Black, queer, non-binary femme,” Hart stated in an electronic mail interview.

“Many most cancers campaigns concentrate on one facet, your persistent sickness however not how your varied identities play a task in the way you navigate most cancers … I additionally liked that the marketing campaign did not concentrate on poses that targeted on power as the only real picture for dwelling with breast most cancers, however moderately is simply showcasing individuals who need to share their expertise to make a distinction for another person.”

McKenzie, 26, models for the new Savage X Fenty campaign.

McKenzie, 26, fashions for the brand new Savage X Fenty marketing campaign. Credit score: Courtesy of Savage x Fenty

Rihanna has targeted on Savage X Fenty’s inclusive attraction since launching the lingerie model, a observe as much as Fenty Magnificence, in 2018. The product vary caters to a wide range of “nude” pores and skin tones, and affords a variety of sizes. Her two runway exhibits so far, each held at current editions of New York Vogue Week, grabbed consideration for his or her theatrical performances and illustration of various physique sorts, ethnicities and genders, in stark distinction to the sort of lingerie exhibits the business is accustomed to.
“My imaginative and prescient for the Savage X model has at all times been having girls really feel assured and expressing themselves,” she stated earlier this 12 months, in a behind-the-scenes video following the second of her model’s runway exhibits.

A placing disparity

In addition to providing visibility to 3 particular person Black breast most cancers survivors, the marketing campaign additionally brings consideration to what it calls “unfair disparities” within the US well being care system, because of elements like age and race.

A 2012 report from the Facilities for Illness Management and Prevention, primarily based on knowledge from 2005-2009, revealed that the demise fee for African-American girls demise fee was 41% larger than that of White girls, regardless of fewer instances. A examine revealed 4 years later discovered the hole had lessened for youthful Black girls, however not for these over 50.

“Black girls, brown girls, girls of coloration, we must be listened to and paid consideration to,” McKenzie stated in a video for Savage X Fenty. Credit score: Courtesy of Savage x Fenty

Mannequin Leiva, who additionally seems within the Savage X Fenty’s second runway present was recognized with triple-negative most cancers in 2018.

“What was … nice was having to carry issues to mild and to share my private journey,” she stated over electronic mail, including that the marketing campaign spoke about “Black and brown considerations within the well being care system and the way there’s a want for extra illustration in our communities.”

“You realize your physique higher than anybody else is aware of your physique,” stated Hart in a video for the marketing campaign. Credit score: Courtesy of Savage x Fenty

McKenzie, who discovered a lump in her breast final June, stated she was misdiagnosed twice earlier than lastly receiving therapy by a 3rd physician. “By March, my breast was the dimensions of a mini watermelon. At that time, I knew what was happening,” she stated in a video accompanying the marketing campaign.

“Realizing that these photographs will probably be seen worldwide means all the things to me, primarily as a result of I do know now my story is being heard and that my storm was at all times larger than me as a result of the triumph is even larger,” she added in an electronic mail interview. “I do know now that black girls will probably be heard with reference to our well being and our therapeutic. I hope these photographs convey to you all that there is work to do and that begins with listening to younger girls who seem like me.”

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