River Island's Empowering New Campaign Is The Latest Win For A Diverse 2018

The high street brand gets a 🙌 from us.

River Island Labels For Clothes Campaign

Marking their whopping 30 year anniversary this week, high street staple celebrated their third decade in the best way possible; with a massive campaign celebrating love, diversity and clothing for everyone.

Dubbed 'Labels Are For Clothes', the candy-coloured campaign, shot by photographer Richard Burbridge and styled by Ondine Azoulay, challenges consumers to leave labels to the clothes, rather than the people wearing them.

Advertisement - Continue Reading Below

Featuring a diverse range of models who have all fallen victim to outdated social stereotypes at some point in their life, each shot features a tongue-in-cheek care label with empowering 'instructions' for reclaiming the labels often applied to them by a close-minded society.

Included in the campaign line-up are curve model and body positivity activist Sabina who appears next to the message 'Do not shrink', Stav Strashko, who was born male, affirming that she is '100% woman', and Zara, who is of Pakistani heritage, wears a hijab and lives in Manchester and commands that you 'do not stereotype' her.

Advertisement - Continue Reading Below

To celebrate their birthday and mark the launch of the campaign, River Island have released a capsule collection of t-shirts and sweatshirts championing their message of inclusivity. £3 from each sale will be donated to international anti-bullying charity, Ditch the Label.

Happy birthday River Island and here's to your most sartorially empowering year yet!

Advertisement - Continue Reading Below
Advertisement - Continue Reading Below

Advertisement - Continue Reading Below

Advertisement - Continue Reading Below
More From Style