Savage Not Sorry
Savage X Fenty
We subverted biased censorship by censoring ourselves first.
SavageXFenty wanted to announce their second fashion show on Amazon Prime Video — a celebration of all types of bodies that redefines sexuality for the next generation. But we found a horrific insight: SavageXFenty’s photos consistently get reported on Instagram, resulting in them getting taken down or censored as ‘sensitive content.’ Not because there’s anything wrong with the images, but because someone doesn’t like seeing lingerie models with different skin tones, body types, ethnicities, or sexual orientations.
How do you promote something that you know will be censored?
You censor it first. We hacked Instagram’s ‘sensitive content’ UX and put our campaign behind warnings of our own. Not only did we successfully subvert biased censorship, but we used it to take back control over the narrative around “sexiness” and creating a platform of empowerment for women to flaunt it since they’ve got it—thicc, unapologetic, and savage.
What started as a campaign became its own line of lingerie
