River Island celebrates 30th birthday with new anti-bullying campaign Labels Are For Clothes

(River Island

River Island has launched a new campaign that encourages its customers to express themselves and not be defined by convention.

Marking its 30 year anniversary, the high-street fashion brand has joined forces with leading international anti-bullying charity Ditch the Label.

Spreading that message that “Labels Are For Clothes”, the campaign, shot by photographer Richard Burbridge and styled by Ondine Azoulay, features 12 new spokespeople who have all been subject to outdated social stereotypes at some point in their lives.

The diverse range of models includes curve model and body positive activist Sabina with the message “Do Not Shrink”, Stav Strashko, who was born male, declaring that she is “100 per cent Woman”, and Zara, a Londoner of Pakistani heritage who wears a hijab and commands that you “Do Not Stereotype.”

Each shot features a tongue-in-cheek care label that urges customers to leave the labelling to clothes, and not the people who wear them.

In conjunction with the campaign, River Island is also selling a range of t-shirts and sweatshirts for both men and women to propel their empowering message.

£3 from every sale will be donated to Ditch the Label who provide emotional and physical support to those impacted by bullying on and offline.

“In recent years we have witnessed a shift in the market and the attitudes of our consumers – they want to express themselves and not be defined by convention,” said Josie Cartridge, customer director for River Island.

“This campaign is a recognition of this welcome movement. We aim to continuously evolve as a brand and ensure that our campaigns are the truest possible representation of the modern River Island customer.”