River Island is winning praise from shoppers for its new #LabelsAreForClothes campaign

‘Gorgeous’, ‘fantastic’, and ‘the best campaign I’ve ever seen’. Just some of the words fans are using to praise River Island’s new advertising campaign.

In the year that marks their 30th anniversary, the brand is championing diversity with the second instalment of their Labels Are For Clothes initiative, which debuted earlier this year – and the resulting adverts are winning applause from across the industry.

River Island describes Labels Are For Clothes as ‘a celebration of people who reject stereotypes and champion self-expression’. Shot by photographer Liz Collins and styled by Patrick Mackie, the images feature a wide range of models, and were launched earlier this month in partnership with anti-bullying charity, Ditch The Label.

In line with its confidence-boosting message, the slogans for the campaign include ‘Do show off’, ‘100% my size’, ‘Do expect greatness’ and ‘Smooth moves only’.

River Island

Followers on River Island’s social media accounts have been quick to compliment the gorgeous pictures, with one writing underneath a video of brand ambassador Katherine Humberstone, a model with Down syndrome, ‘I love this, she is absolutely gorgeous and is a perfect role model for my children.’

‘Love this – more of this please,’ another agreed alongside a picture of Jordan Luce, who was born with Congenital Pseudarthrosis of the right tibia and ‘relies on a wheelchair when walking gets too much, but feels just as confident in and out of his chair’.

River Island

Others have called the campaign ‘sensational’ and ‘awesome’, with one commenter writing: ‘Finally finally proper advertising that caters to all in society. Absolutely love this… always my number 1 store… maybe the others could learn from you.’

To find out more about #LabelsAreForClothes and see the campaign imagery in full, head to riverisland.com