River Island celebrates its 30th anniversary with an exciting people positive campaign, called “Labels Are For Clothes”. In its attempt of exploring identity and rejecting the idea of labeling, the brand has brought together a diverse cast to star in a new commercial, showcasing the Spring/Summer 2018 collection.
The spot features Zara, a 21-year-old British Muslim English teacher of Pakistani origins, Steven, a model turned photographer & filmmaker/ wildlife activist, androgynous model Asianna Scott, Danish model Zakaria Khiare, born to Maroccan parents, model and social media star Charlie Barker and her girlfriend, Arabella Latham, a South African singer/songwriter, Austrian model Nadine Leopold, social media influencer Chris “Hot Dog” Bunn, androgynous Ukrainian male model Stav Strashko, French model David Agbodji, Swedish model Sabina Karlsson, who’s rocking her natural curves, red curly hair, and freckles with confidence, and Brazilian model Daniela Braga.
The song used in the ad is “Fever” by Endor feat. FERAL is KINKY.
River Island has also teamed up with anti-bullying charity Ditch the Label with an exclusive range of tees and sweats designed to spread positive vibes and deliver empowerment messages, including “Labels are for clothes”, the campaign tagline. The brand informs that £3 from every sale, plus an extra £1 for every social share using #LABELSAREFORCLOTHES, goes directly to Ditch the Label.