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Creative

Labels Are for Clothes in This 100% Gender-Free River Island Campaign

YOUTH MODE soundtracks TV campaign aiming to raise awareness of the outdated and irrelevant labels people are given

Labels Are for Clothes in This 100% Gender-Free River Island Campaign

River Island has launched its latest SS18 campaign 'Labels Are for Clothes' with a colourful new '100% Gender-Free' spot. 

With the idea that labels don’t matter, each picture comes with a tongue-in-cheek care label. Model and body confidence activist Sabina appears next to the message ‘do not shrink’, while gay couple Charlie and Bella pose next to ‘do not separate’.

The campaign was directed by Lacey, with the soundtrack being sourced and licensed by Jack Derbyshire of YOUTH MODE. 

As well as pushing the message that being yourself is always the right sartorial choice, River Island has designed a selection of t-shirts and sweatshirts, with £3 from each sale being donated to Ditch the Label, a leading international anti-bullying charity that believes in a world that is fair, equal and free from all types of bullying.

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Client

Brand: River Island

Director: Lacey

Music

Artist: Endor featuring Feral

Music Agency: YOUTH MODE

Licensing: Jack Derbyshire (YOUTH MODE)

Music Supervision: Jack Derbyshire (YOUTH MODE)

Record Label: Warner

Song: Fever

Publisher: Sentric

Category: Clothing and Fashion , Day Wear

Genre: Fashion & Beauty , Luxury , Music & Sound Design