River Island launched a campaign that encourages its customers to express themselves and not be defined by convention.
Marking its 30 year anniversary, the high-street fashion brand has joined forces with leading international anti-bullying charity Ditch the Label
Spreading that message that “Labels Are For Clothes”, the campaign includes people who have all been subject to outdated social stereotypes at some point in their lives.
Each shot features a tongue-in-cheek care label that urges customers to leave the labelling to clothes, and not the people who wear them.
“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,” said Josie Cartridge, customer director for River Island.
“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.
You can read more about model, Kathleen Humberstone, here: https://www.riverisland.com/inspiration/blog/queen-kathleens-life-rules
You can read more about model, Harry Britton, here: https://www.riverisland.com/inspiration/blog/meet-harry–do-expect-greatness
You can check out Harry’s Instagram here: https://www.instagram.com/harrybrit1_zebedee_model/?hl=en