This fashion campaign featuring a 'mixed ability' cast is getting a lot of love on Twitter

U.K. brand River Island's ads feature models with Down Syndrome, hyperpigmentation and more

Published On
Sep 20, 2018

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A new campaign by British fashion label River Island is winning praise on social media by putting atypical models, some with disabilities, front and center, accompanied by the tagline "Labels are for Clothes."

The ads, by agency Studio Blvd, includes Paralympian athlete Jordan Luce; models with Down Syndrome, Kathleen Humberstone and Harry Britton; blogger and motivational speaker Mama Cox, who lost her right leg to cancer and dermatology student Ralph Souffrant, who suffered from low self-confidence because of his hyperpigmentation. The ads were shot by photographer Liz Collins and styled by Patrick Mackie.

In partnership with anti-bullying charity Ditch The Label, River Island has created a selection of slogan t-shirts and sweatshirts featuring the #LabelsareforClothes tagline.

The campaign has been praised on Twitter from fashion commentators such as Delphine Chui, who posted: "ALL campaigns should look this because it's what our beautiful world looks like."


Sep 20, 2018
Studio Blvd
Chief Strategy Officer:
Alistair Green
Customer Director:
Josie Cartridge
Jen Cox
Creative Director:
Victor Pyk
Planner/CSU Director:
Alistair Green
Art Director:
Callum Walker
Liz Collins
Photographer Agency:
Media Agency:
Manning Gottlieb OMD
Media Planner:
Matt Mint
Production Company:
JN Production
Liz Collins
Audio Post Production:
Studio RM
Post Production:
Studio RM

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