D&AD (#NoTag) - River Island Campaign (Labels are for Clothes)

April 11, 2018


I say this campaign by River Island and i immediately related it to my D&AD project for Hojn Lewis. It mocks outdated and irrelevant labels given to people based on their gender, sexual orientation, ethnicity or religion. It celebrates individuality and seeks to banish labels to clothes rather than people. It features influencers including Daisy Lowe, Chanel Iman and Za ck Miko.


"The campaign was written by Jen Cox, art directed by Callum Walker, shot by photographer Richard Burbridge and directed by Lacey."


I thought it was an exciting and daring way of showing the idea of stereotypes. When doing a film based project like this, there are so many different things to try out and i think they succeeded in terms of leaving an impact on the audience and letting them be aware of the situation, 



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