RIVER ISLAND Labels are for clothes
Photographed by RICHARD BURBRIDGE
TVC directed by LACEY @ CLM
Creative direction by JAMIE BRUNSKILL
Art direction by JAMIE BRUNSKILL
Strategy by STUDIO BLVD.

River Island briefed us to help the brand stand for something beyond fashion and connect emotionally with their audience. By utilising the graphic language of washing label instructions, we created #LABELS ARE FOR CLOTHES banishing labels to clothes, not the people wearing them. The campaign was launched internationally across TV, out of home, press, digital, social, .com and in-store.

* Winner of the CREATIVE CIRCLES 2018 award for 'Best art direction'.

TVC

SOCIAL

With each models story being told in more depth across River Island's social feeds in the form of interviews and cut down video edits about the individuals.

CHARITABLE PARTNERSHIP

Partnering with anti-bullying charity 'Ditch the Label' on a collection of sweaters and t-shirts to be sold in-store and online, with proceeds going to the charity. With further donations being made for every photo share on social media, using the hashtag  #labelsareforclothes