River Island taps Studio Blvd for a campaign that targets homogeneous family representation. The latest initiative is boosted with the hashtag #ThisIsFamily on social media and it seeks to liberate it from traditional stigmas.
The ad sees the modern family — "multi-ethnic [...], same-sex parent [...] and blended families." It is essentially the antithesis of the nuclear family which is "now less than one-third [...] in the UK." River Island's campaign is comprised out of a series of photographs, as well as a 40-second video. The playful initiative will run in-store and accross digital platforms.
The celebration of diversification of family representation is really nothing new for River Island. The brand has built a voice that actively advocates for tolerance accross spaces and supports love and an open-mind toward diversity.