Pop star and entrepreneur Rihanna is leaning on a high-profile queer face for this year’s Pride campaign for her Savage X Fenty label: Vivian Jenna Wilson. The 22-year-old trans woman greets the camera in lingerie bearing messages that champion queer-friendly values, and the brand casts her as the embodiment of self-determination and visibility. Savage X Fenty commented on the images with the words: “Vivian is exactly who she said she is.” The occasion is Pride Month, the annual celebration that takes place in June.
For Wilson, this marks her second collaboration with the label. Earlier this year, she appeared in Savage X Fenty’s Valentine’s Day campaign (as reported by TheColu.mn). Rihanna stressed at the time that her brand aims to help people celebrate love in all its forms and feel confident in their own skin.
Savage X Pride is a Pride campaign launched in 2018 by Rihanna. The campaign serves as the official promotional push for the brand’s gender-neutral underwear collection. It was developed in collaboration with the LGBT organization GLAAD. The design and imagery celebrate historic Pride movements while incorporating modern everyday essentials.
View this post on Instagram
Instagram
|
The commitment from Wilson to a Pride campaign also carries a political edge. The young activist and influencer is one of the most recognizable trans figures in the United States. Since coming out in 2020, she has spoken out in favor of trans rights and has publicly criticized her father, tech billionaire Elon Musk. The relationship between them has been strained for years. Musk has publicly claimed his daughter was afflicted by a “woke mind virus” and described her identity as a death to him.
Over the past few months, Wilson has become increasingly prominent in the fashion world. Following a Teen Vogue cover, she appeared in campaigns for queer brands such as Wildfang and TomboyX, and she made her runway debut at New York Fashion Week. Savage X Fenty’s Pride campaign is poised to be her most visible collaboration to date.
