High street brand, River Island, launched an inclusive campaign for its 30th anniversary entitled ‘Ditch the Label’ – which features child models with disabilities.

Representing Society Properly

The models range from aged 3 to 11 years old and are signed to modelling agency Zebedee Management.  Zebedee Management pride themselves in supplying diverse models and focusing on sensitive representation.  Speaking of the collaborative campaign, Laura Johnson and Zoe Proctor said,

“We hope that other brands will follow the example set by River Island and ensure that their campaigns are more representative of our diverse society.  We want disability diversity to become the norm in advertising and are working very hard to make this happen.”

“We hope that other brands will follow the example set by River Island and ensure that their campaigns are more representative of our diverse society.  We want disability diversity to become the norm in advertising and are working very hard to make this happen.”

Inclusivity at River Island

River Island have a good history regarding inclusivity and charitable giving.  When the 5p plastic bag charge was introduced in the UK, the company teamed up with New Life, a charity that provides specialist equipment to ill and disabled children throughout the country.

It is also not the first time the brand has chosen a model with a disability.  In 2017, they hired Joseph Hale – who has has down’s syndrome, dyspraxia and global development delay – to front their children’s campaign. He showed off his fun personality during shooting and described how the shoot was ‘comfortable for him’.  The youngster now shows off his shoots in the playground, proud of his first official modelling job.

The Advert

The main advertisement features some of the children from Zebedee, as well as others. It focuses on fun and each child’s personality shines through.  The aim of River Island’s ‘Ditch the Label’ campaign is to promote diversity and be truly representative of real children in real life.  The mix of genders, races, ages and showing models with disabilities is a great way to get the message across.

Check out the Labels Are For Clothes advertisement below:

 

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