According to the Office of National Statistics less than one-third of families in the UK are categorised as traditional families. Instead most families today are single parent families, blended families, non-biological families, multi-ethnic families, multi-generational families, same-sex parent families and single-person families.
But the data doesn’t equate to how families are portrayed by society or by brands, who fail to depict families beyond the traditional stereotype. We felt this ‘family’ label needed to be challenged and River Island, as a family-owned brand, was perfectly placed to celebrate families of all shapes and sizes, to help redefine ‘family’ for the modern world.
River Island has always inspired people to express their individuality through their clothes. So, in 2018 Studio Blvd encouraged River Island to join a cultural conversation about self- expression by challenging outdated labels and stereotypes and celebrating inclusivity. And so, the award-winning #labelsareforclothes campaign was born, contesting outdated labels pertaining to gender identity, sexuality, age, size, race, culture and disability.
For SS19 we wanted to continue both challenging and celebrating through the campaign. Over the years, River Island has become a family lifestyle brand through the growth of its kids wear business and the launch of homeware. This meant the notion of family was something River Island was more qualified to talk about than any of its competitors.