River Island’s new body positive campaign is a celebration of inclusivity

In 2018, lack of diversity in fashion campaigns no longer goes unnoticed – which is clearly a positive thing. That being said, some brands are taking their commitment to representing a range of body types, abilities and ethnicity further than others. One such brand is River Island.

The high street giant has just released the second instalment of the brand’s ‘Labels Are For Clothes’ campaign for autumn winter 2018, and it’s a celebration of mixed abilities.

The cast feature a model with Down’s Syndrome, a wheelchair basketball player and a plus-size body confidence advocate. Each campaign star gets their own strap line highlighting acceptance all round.

The campaign is in honour of the brand’s 30th anniversary since launching, and the second in the ‘Labels Are For Clothes’.

River Island call their campaign “a celebration of people who reject stereotypes and champion self-expression,” calling their representatives “unapologetic in their mission to stay 100% true to self.”

One rep is bilingual model and ambassador Kathleen, who appears with the strap line 100% STYLE QUEEN’.

Another star of the campaign is plus size model and body positive advocate, Lulu, who appears with the tagline, ‘DO EMBRACE CURVES’.

There’s also wheelchair basketball star, Jordan, who comes with the motto ‘SMOOTH MOVES ONLY’.

We love everything about this River Island. Claps all round.

Of course it’s not the first time the brand has championed inclusivity. In July, the brand signed a deal with a seven-year-old double amputee.

Daisy-May Demetre was diagnosed with fibular hemimelia at birth meaning neither of her feet had developed properly due to underdeveloped fibular bones in both legs. The condition made it hard for the child to move her legs, and not long after being born, her parents made the tough decision to have both legs amputated below the knee.

A keen gymnast, these key traits are part of the appeal behind hiring the seven-year-old model for the River Island active range. “As well as having a great, outgoing personality, Daisy-May has a genuine love of all sports,” a River Island spokesperson told Yahoo Style UK.

“We required a model who has lots of energy and who looked great in active wear. Daisy-May Demetre fitted this brief perfectly,” said the River Island representative.

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