In an increasingly challenging retail landscape, River Island, a long-established fashion retail brand was struggling to be heard and get noticed.
The brand had always inspired people to express themselves through Fashion. We now wanted River Island to inspire people to express themselves beyond fashion. We decided to help remove the barriers that were inhibiting self-expression by developing a strategy that focused on “banishing labels to clothes, not to the people who wear them”. This translated into our big idea LABELS ARE FOR CLOTHES, a focus on celebrating self-expression against a range of audiences who are unfairly labelled.