Rihanna Proves Why She's The Original Bad Gal In The Savage X Fenty AW18 Campaign

If Rihanna’s Savage x Fenty autumn/winter 2018 show was all about spotlighting the season’s most-buzzed-about models, street-cast newcomers and the longstanding members of her bad gal crew – Slick Woods, Duckie Thot et al – the corresponding campaign turns the focus on the lingerie’s creator: RiRi herself.

In a video directed by Philippa Price and styled by Savannah Baker, Rihanna, clad in a pale lingerie set and matching veil, is pictured surrounded by models in a lush green rainforest scene. There’s no narrative as such – the video simply shows women sitting on rocks, gazing at waterfalls and seemingly only moving in time with goddess Rihanna. It’s as ethereal and serene as it sounds, with the eye drawn completely to the underwear sets that have been much lauded owing to the inclusive sizing and styles.

“I approach everything with the same mentality," Rihanna told press of her brand in May. "It has to be authentic, it has to be from me, my perspective.” The campaign video is the designer and role model’s latest pledge that she will always be at the centre of her brand message, but she’ll surround herself with strong females that inspire her, too. Because that is what Rihanna’s Fenty empire is all about.