Campaign details

Brand: River Island
Brand owner: River Island
Lead agency: Manning Gottlieb OMD
Contributing agencies: Studio Boulevard
Country: United Kingdom
Industries: Clothing & fashion retail
Media channels: Mobile & apps, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Social media, Television, Video on demand, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

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 limiting the use of labels to clothes, not using them to describe people. 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.