The River Island , UK clothing brand is marking their 30th year in the fashion business with a campaign geared towards expelling labeling.

The campaign launches officially on the 5th of February and aims to celebrate the uniqueness of each of their customers as well as their individuality.

"We believe labels are for clothes, not people, so we're spinning tired stereotypes on their head and reclaiming labels to make them positive and truly, REAL!".

The campaign is colourful, aesthetically pleasing, upbeat and most importantly, DIVERSE.

They did have a few fun rules for the campaign and the gear in their Instagram captions some of them were:

#LABELSAREFORCLOTHES

• DO NOT DEFINE
• BEST KEPT FLUID
• 100% GENDER FREE
• DO NOT STEREOTYPE
• DO MIX CULTURES
• TREAT WITH RESPECT
• PURE CHAMPION
• PURE BOSS
• BEST KEPT GLAM
• HANDLES OWN BUSINESS
• 100% COMMITTED
• DO NOT SEPARATE

The campaign was shot by photographer, Richard Burbridge and styled by Ondine Azoulay and River Island has designed a collection of t-shirts and sweatshirts for sale that will be donated to a leading anti- bullying charity called 'Ditch the Label' 

Watch the campaign here:

By: Chizzy Obilonu

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