June has opened with a high-profile fashion push as Savage X Fenty launches its latest Pride Month campaign, putting the spotlight on Elon Musk’s estranged daughter, Vivian Wilson.
The lingerie brand, founded by Rihanna, rolled out new promotional images featuring Wilson as a lead face of the collection. The campaign was released across social media alongside a caption highlighting her bold presence and identity.
Wilson, 22, appears in a series of solo studio shots wearing coordinated underwear sets styled with graffiti-inspired lettering that spells out words such as “Proud,” “Queer,” and “Love.” The visuals lean heavily into expressive Pride-themed messaging, combining fashion with identity-driven branding.
In additional imagery shared by the company, Wilson is seen alongside models Laith Ashley, Ifeoma Bosah, and Santi. The group shots continue the same design language, with matching sets and vibrant, street-art-style text printed across the garments.
The campaign also introduces a more dramatic styling approach for Wilson’s solo frames. In those images, she wears a crystal-accented version of the graffiti lingerie set, featuring shimmering fringe details that extend from the top and cascade downward. She completes the look with matching crystal-embellished heels, giving the shoot a high-fashion runway aesthetic.
Reactions online were swift, with supporters of the campaign praising its visibility and messaging. Actress Laverne Cox was among those applauding the initiative, commenting on the brand’s social media post and expressing appreciation for its continued representation of LGBTQ+ identities in mainstream fashion advertising.
Other commenters echoed similar sentiments, thanking the brand for maintaining its focus on inclusivity during Pride Month and commending the campaign’s tone and visuals.
Wilson has been working with Savage X Fenty since earlier this year, first appearing in a Valentine’s Day-themed rollout before returning for additional promotional shoots in the spring collection cycle. Her involvement marks a growing presence within the fashion industry as she continues building her modeling portfolio.
Beyond her work with Savage X Fenty, Wilson has been steadily expanding her profile in fashion. She previously appeared in a Pride-focused campaign for Wildfang and later made her debut during New York Fashion Week in 2025, signaling a broader push into runway and editorial work.
Her public identity has also drawn consistent attention. Wilson came out as transgender in 2020 and has since become a visible supporter of LGBTQ+ representation in media and fashion spaces.
As Pride Month campaigns continue to roll out across major brands, Savage X Fenty’s latest release underscores its ongoing strategy of blending celebrity-driven marketing with identity-centered storytelling — a formula that has kept the brand firmly in the cultural spotlight.
Sources: Page Six