Labels are for Clothes Not Kids

February 24, 2018

Clothing brand River Island are celebrating their 30 year anniversary with a people positive campaign. The campaign aims to celebrate differences that make us all unique.

In their newest video, "Labels are for clothes not for Kids", River Island uses a variety of different children from redheads, to blondes, from Down's Syndrome to Cerebral Palsy, to showcase their brand and clothing whilst taking diversity as the norm.

Laura Johnson and Zoe Proctor, of Zebedee Management, said: 'We are delighted that River Island is using models with disabilities as the norm now. We hope that other brands will follow the example set by River Island and ensure that their campaigns are more representative of our diverse society. We want disability diversity to become the norm in advertising and are working very hard to make this happen.'

River Island said: 'This spring we are celebrating 30 years of River Island with an exciting, positive campaign #LABELSAREFORCLOTHES, that celebrates individuality. The models were selected for the campaign to reflect the diversity of our customers and celebrate an ethos that rings as true in society as it does our wardrobes, that being different is more than OK.'

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