River Island debuts stellar campaign to promote body positivity – ‘labels are for clothes'

River Island is a British high street fashion brand, currently in the midst of celebrating its 30th anniversary.

As part of the celebrations, the brand has launched a new line, embracing individuality “through fashion and self-expression.”

The launch is the second instalment of the brand’s SS18 Labels Are For Clothes campaign, which debuted earlier this year.

Continuing to champion body positivity, River Island is continuing on its mission by debuting its inclusive AW18 campaign.

The campaign, also called Labels Are For Clothes incorporates mixed abilities to make the cast rich and diverse.

Uniting the most topical and conversations of today, the brand’s mission statement is “Spreading the Joy of Fashion”, and that means being inclusive.

River Island’s news campaign hopes to deliver the message that Britons, and people all around the world, should be free to live their true lives and be themselves, without labels.

The campaign was shot by photographer Liz Collins and styled by Patrick Mackie, featuring a cast of all ages, shapes, sizes and abilities – just like the world as a whole.

For the campaign, each star was given a personalised strapline of empowerment; branded graphic language in a tongue-in-cheek manner highlighting the rich and engaging character of each cast member.

Some of the stars of the new campaign include bilingual model and ambassador Kathleen, who appears with the message “100% STYLE QUEEN”.

Another star of the campaign is wheelchair basketball star Jordan, whose strapline “SMOOTH MOVES ONLY” encourage people to not let anything hold them back.

Also featuring is curvy model and body confidence advocate Lulu, who appears with the motto, “DO EMBRACE CURVES”.

The campaign also features model and fitness fanatic Ralph who embraces his freckles and successful model Leonie.

“DO SHOW OFF”, is the slogan for snow-loving Eva, while

One model Daisy-May describes herself as funny, happy and energetic, she’s “MADE TO MOVE”, while Lorenzo shows he’s never one to shy away from a challenge with the logo “PURE SWAGGER”.

Debuting today, the campaign was launched in partnership with anti-bullying charity, Ditch The Label.

Ditch the Label is a leading international anti-bullying charity that believes in a world that is fair, equal and free of all types of bullying.

The River Island Autumn range will include slogan T-shirts and sweatshirts championing the brand’s message.

The brand’s kids’ and Mini collections will also be part of the campaign, showing diversity at all ages.

The LAFC collection will be available to buy from today in selected stores and online.