River Island

• River Island launched the ‘Labels are For Clothes’ campaign, created by Studio Blvd, to challenge societal and global stereotypes of under and misrepresented groups and show that their clothes are for everyone.
• This campaign was diverse and featured people of varying ages, genders, ethnicity and ability.
• The campaign objectives:

  • To challenge societal stereotypes.
  • To promote inclusivity and diversity.
  • To celebrate individuality and not define individuals by ability or stereotype.
• A medium long shot is used so audience is able to view both the model‘s outfit and also see that they are a wheelchair user.
• The brand name and logo are in the lower third of the advert which is the last thing the audience will see.
• The slogan and hashtag are centre framed which signifies the importance of the message but not covering the models facial expression.
• The models eyeline falls in the top third of the frame, giving him power and creating direct address with the audience and giving them the ability to read models facial expressions.
• ‘Smooth moves only’ is a double entendre.

  1. The individual is moving effortlessly through life and he is not restricted by his disability.
  2. French Model in the advert Jordan Luce is described as a romantic, showing the slogan to be about “romantic moves” and confidence.
• Logo - River Island is an established, recognised and global brand celebrating diversity and inclusivity.
• Location - shot in a studio to place emphasis on the model rather than the background.
• Use of red background carries connotations of love (keeping with the description of Jordan Luce as a ‘super romantic’) ,power, passion and confidence.
• Sans Serif font is used as it appears impactful, bold, contemporary and neutral.
• Costume and make-up - decisions made help demonstrate that fashion has no restrictions - individuals can be fashionable regardless of their ability.
• The written text (anchorage) amplifies the message of inclusivity.
• The hashtag ‘#labelsareforclothes’ appeals to a digital native and encourages audience participation and interaction to create an online buzz.
• The product advertised is the clothing, but anchorage suggests that River Island is not only selling clothes, but the message behind the campaign as well.
• The word ‘smooth’ connotes ideas of being suave and polished, encouraging the audience to purchase the clothing and transform them
• This River Island advert challenges stereotypes and suggests that clothes are for everyone.
• The advert focuses on empowerment and celebrates the individual.
• The use of a hashtag within an advert shows the impact of developing technologies on media language.
• The campaign consisted of:

  • Print Campaign
  • Social Media
  • Youtube Videos