Paris-label Fenty pulls energy from the streets with a campaign visual starring New York-based skateboarders and actresses Dede Lovelace and Ajani Russell.
Known for their breakout performances in HBO’s skateboard-themed “Betty” series, the two women were shot skating around New York in Fenty pieces from the 6-20 drop, styled in a carefree way by Fenty creative director, Jahleel Weaver. The campaign video was directed by India Sleem and produced by Steven Mastorelli.
Friends from their high school days, the Brooklyn-based duo are founders of The Skate Kitchen, a skate collective for women whose name pokes fun at the sexist trope dictating women’s main function as cooking in the kitchen.
When asked by Fenty about making their name in the heavily male dominated field of skateboarding, Dede and Ajani’s responses were reflective of their individuality and world view: “Don’t let yourself be ruled by fear. That can apply to anything, like infiltrating a male-dominated space. You have to believe in yourself.”
Check out the campaign video below.
