River Island is launching an advertising campaign focusing on celebrating the individual for spring 18, to mark its 30th year in business.
The Labels are for Clothes campaign, shot by photographer Richard Burbridge and styled by Ondine Azoulay, encourages people to restrict labels to garments, rather than the people wearing them.
Among those appearing in the campaign are curve model Sabina – who appears with the message “Do Not Shrink” – and gay couple Charlie and Bella, who are represented with the line “Do Not Separate”. Assigned male at birth, Stav Strashko says she is “100% woman”, while Zara, who is of Pakistani heritage and wears a hijab, says she was “Made in Britain”.
In line with the campaign launch, River Island has designed a selection of T-shirts and sweatshirts championing the Labels are for Clothes messaging, and £3 from each sale will be donated to international anti-bullying charity Ditch the Label.
Josie Cartridge, customer director for River Island, said: “In recent years we have witnessed a shift in the market and the attitudes of our consumers – they want to express themselves and not be defined by convention. This campaign is a recognition of this welcome movement. We aim to continuously evolve as a brand and ensure that our campaigns are the truest possible representation of the modern River Island customer.”