Musicians Zak Abel, Anne-Marie, Ella Eyre, Mullally, Nina Nesbitt and Tom Grennan have shared their personal struggles as part of the latest TV series, 'I am with River Island', to come from TV network, The Box Plus Network.
The first trailer has been rolled out with Anne-Marie where she talks about the apprehensions she had with her body while growing up and how she preferred to be more tomboyish before emphasizing how powerful music can be to influence people.
The social activation has been handled by Vick Hope and has featured a stylist from Grazia and The Debrief, responsible for each artist's look.
Josie Cartridge, customer director, at River Island said the brief was to communicate that retailer is able to cater to multiple types of people and their identities.
"This partnership bringing music and fashion together was the perfect opportunity to showcase these talented artists individual style and personality and in turn inspire our consumers to express theirs," she said.
The series was developed by Manning Gottlieb OMD and Bauer Media and produced by Box Plus Productions. The series has also been made available on the Box Plus app with an exclusive digital fashion series on BeBox Music, Facebook and Twitter.
Athena Witter, production director at The Box Plus Network, said: “We are thrilled to announce our series exclusively on 4Music and partnering with a hugely popular and established fashion brand like River Island is so exciting for us. Our idea was to deliver on fashion authority in a unique and intimate way that would also resonate with our audience. With access to some of the UK’s hottest music artists we explored their fashion, style and music as well as their personal stories of conquering self-doubt and braving individualism.”
The six-part series with 10 minute episodes will premiere every Thursday at 6 pm on 4Music, 19 October onwards.