By Izza Sofia, 09 Feb 2019
River Island has partnered with integrated agency Studio Blvd to celebrate the diverse faces of modern family in its latest SS19 campaign.
Dubbed ‘#ThisIsFamily’, the ad shows the redefine the family stereotype and celebrates the diversity of families.
The ad follows in the fashion brand’s previous campaign ‘Labels are for Clothes’, and it continues to bring out the brand’s commitment to dismiss stereotypes and challenge outdated labels while celebrating inclusivity.
‘#ThisIsFamily’ campaign sees a more accurate representation of a true modern family. A traditional nuclear family now is less than one-third of families in the UK. Multi-ethnic families, same-sex parent families and blended families have grown significantly over the years. However, brands rarely showcase this and usually feature the traditional nuclear model instead.
To recognize this, River Island has created a series of images that showcase love and unity within a family, no matter what form they are.
Speaking about the ad, River Island’s head of brand marketing Angela Asiedua said it aims to re-address outdated labels as well as banish family norms. The brand aims to celebrate its customers and at the same time, champions diversity.
‘#ThisIsFamily’ will run in-store and on River Island’s owned channels as well as across social and digital platforms.