River Island embraces individuality in new SS18 campaign

By

Barbara Santamaria

Published
Sep 17, 2018

This season, River Island continues its exploration of individuality and self-expression with the launch of a new campaign starring a diverse cast of international and mixed-ability figures.

Building on the brand’s SS18 Labels Are For Clothes message, the new campaign is also developed in collaboration with Ditch The Label, an anti-bullying charity.

The images and video are shot by renowned photographer Liz Collins, and styled by Patrick Mackie, and show a cast that includes a wheelchair basketball player and a model with Down syndrome, wearing River Island’s new collection whilst having fun.

The campaign is called Spreading The Joy of Fashion, and gives each campaign star a personalised strapline, such as ‘100% Style Queen’, ‘Smooth Moves Only’, ‘Do Expect Greatness’ and ‘Do Show Off’.

For the first time, childrenswear is featured alongside womenswear and menswear. Whilst the category has existed in the River Island universe since 2010, it is in for a strong push this year with the company opening its first dedicated childrenswear store.

The new collection launches in selected stores and online on Monday, as well as a selection of slogan t-shirts and sweatshirts featuring the ‘Labels Are For Clothes’ message.