Labels Are For Clothes


Would you believe that 2018 sees River Island celebrate its 30th year as a fashion powerhouse? To mark the occasion, the brand has launched a new campaign to show how they have been at the forefront of empowering people through fashion. 


Shot by renowned photographer Richard Burbridge and styled by Ondine Azoulay. Labels Are For Clothes heroes a core group of individuals, all inspiring, all unique, that resonate with, and beyond, the RI audience. Importantly, they have all been subject to stereotyping and are poised to reclaim their label in the most positive way. The imagery spins the concept of labels on its head, with a personalised clothing label per star and a tongue in cheek message that they are uniquely themselves. 


In line with the launch, River Island has designed a selection of t-shirts and sweatshirts championing the campaign slogan, with £3 from each sale being donated to Ditch the Label, a leading international anti-bullying charity that believes in a world that is fair, equal and free from all types of bullying. 


Shop the collection at River Island