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Savage X Fenty suspends oversized lingerie above Manhattan streets during New York Fashion Week
Key Takeaways
Savage X Fenty suspended enormous pieces of lingerie above Manhattan during New York Fashion Week.
Sunlight passing through the structures created bra and underwear silhouettes across the streets below.
The campaign appeared around Seventh Avenue and Fashion Avenue, placing the brand directly within the journeys people made between shows.
New York Fashion Week is no stranger to a statement piece, but Savage X Fenty took its latest pieces beyond the runway by suspending enormous lingerie-shaped structures above Manhattan. Instead of relying on models or traditional product photography, the brand enlarged the familiar outlines of bras and underwear until they became impossible to miss overhead.
Positioned around Seventh Avenue and Fashion Avenue, the installations used the streets beneath them as a canvas. Sunlight passing through the structures created giant silhouettes across roads, pedestrian crossings and pavements, allowing drivers to pass through them and people on foot to walk directly across the creative.
Their appearance also depended on the time of day, as the sun travelled across New York, the shadows moved with it, becoming longer, shorter or falling across a different part of the street. This meant the structures hanging overhead provided one visual, while the changing outlines beneath them created another.
Fashion Week is increasingly becoming an opportunity for brands to take over the wider city
Savage X Fenty was not the only brand to take its activity beyond a traditional show venue. During the same season, Calzedonia sent a yellow cab dressed in red tights around New York, Etsy helped Rachel Antonoff and Susan Alexandra turn their dog-filled Best in Show runway into a shoppable collection, and Walmart opened a temporary SoHo shop for its Free Assembly and Scoop clothing lines.
Together, the campaigns show how Fashion Week now reaches far beyond the collections being presented behind closed doors. Shows may remain at the centre of the schedule, but the surrounding streets, shops, restaurants and public spaces have become useful locations for brands wanting to join the conversation without securing a place on the official programme.
These spaces also offer access to editors, buyers, creators, celebrities and fashion fans as they travel between events. Many are already documenting their outfits, street-style sightings and unexpected moments from across the city, giving unusual installations and pop-ups the opportunity to appear naturally within their Fashion Week coverage. For the wider public, the activity creates a more accessible route into a week that can otherwise feel exclusive. Someone may not receive an invitation to a runway show, but they can still walk beneath Savage X Fenty’s lingerie, spot Calzedonia’s tights-covered taxi, visit Walmart’s temporary shop or purchase an item from Etsy’s Best in Show collection.
Why The PR Insider loves it
We love how Savage X Fenty has taken a conventional advertising objective, putting its lingerie in front of as many people as possible, and found a far more imaginative way to achieve it. By turning the products into physical structures, the brand created something that belonged to the surrounding environment instead of simply occupying advertising space within it.
The execution is also interactive without needing a screen, QR code or instructions. People become part of the campaign simply by walking through its shadows, while the reliance on natural light introduces an element that the brand cannot completely control. Each person may encounter a slightly different version depending on the weather, time and direction from which they approach it.
Most importantly, the simplicity of the idea allows it to work beyond its original location. A giant bra shadow falling across a Manhattan crossing is immediately understandable in a photograph or short video, helping the installation attract attention online while keeping the product and Savage X Fenty’s bold identity at the centre of the story.
SOURCES
[1] https://www.famouscampaigns.com/2026/09/savage-x-fenty-casts-giant-lingerie-shadows-over-new-york/
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