Date: Feb 2018
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River Island stands against societal labels in its new SS18 campaign, created by integrated agency Studio Blvd and produced by sister company JN Production. The ‘Labels Are For Clothes’ ad campaign runs from 6 February across TV, VOD, out-of-home, press and social with influencers Daisy Lowe, Chanel Iman and Zack Miko. The campaign seeks to raise awareness of the outdated and irrelevant labels people are given.

Shot by renowned photographer Richard Burbridge and director Lacey, the characters in the campaign are shown to be much more than the labels they have been given. The cast that feature in the campaign were found from around the world and all have suffered at the hands of negative labels. The campaign reflects the breadth of diversity and inclusive mind-set shared by River Island’s audience, who no longer care about outdated labels.

Model and body confidence activist Sabina appears with the message ‘DO NOT SHRINK’, while committed couple Charlie and Bella are represented with the line ‘DO NOT SEPARATE’. Born male, the glamorous Stav Strashko makes no bones about the fact she is ‘100% WOMAN’; Zara is of Pakistani heritage and Muslim, but born and made in Britain, she asks that you ’DO NOT STEREOTYPE’. Proving that age is but a number, Steven Lyon owns it as a 56-year-old ‘MADE IN 1961’ and Asianna who models both as man and a woman is ‘100% GENDER FREE.’


Studio Blvd. - Agency

Jamie Brunskill - Creative Director

Jen Cox - Copywriter

Callum Walker - Art Director

Jamie Brunskill - Designer

Paula Barrera-Fermin - Account

Alistair Green - Chief Strategy Officer

Ross McGeown - Digital Producer

Ross McGeown - Producer

Joy Hart - Producer

Richard Burbridge - Photographer

Lacey - Director

Benedict Spence - DP

Josie Cartridge - Client

Rebecca Doherty - Marketing Production

Angela Asiedua - Head of Social Media