RIVER ISLAND

Conversations about labels or stereotypes, either gender, racial, sexual or political, are dominating cultural conversation in the UK and across the world.

River Island, a leading UK high-street retailer, has a long history of inspiring self-expression. Studio Blvd, the brand’s creative agency, developed LABELS ARE FOR CLOTHES, banishing labels to clothes and not the people wearing them. The campaign features individuals found from the UK and around the world, who have been negatively labelled and want to reclaim their label positively, using the tongue-in-cheek lingo of clothing labels. The campaign was shot by world-renowned photographer Richard Burbridge and the TVC was shot by Director of the moment Lacey with CLM, Creative Director was Jamie Brunkill.