River Island is a chic label that recently gained more public traction thanks to the launch of its incredibly diverse retail campaign. The inclusive project focuses on spotlighting uniqueness in people, making the branding activation a contemporary celebration of an individualist society. The message is powerful and it surely resonates with many.
The diverse retail campaign features “a wide range of models of different races, physiques, and abilities.” The focus is River Island’s Autumn/Winter 2018 collection and the label spreads its message on social media with the tag of #LABELSAREFPRCLOTHES. With an attempt to break stigmatic stereotypes and absolutely celebrates the one-of-a-kind extensions of self-expression, River Island also partners with anti-bullying charity Ditch The Label to support a worthy cause.