River Island introduces its first hijabi model in an anti-bullying advert.
For Spring/Summer, one high-street favourite is ditching its labels.
No, not the little tags that tell you if your dress is dry clean only—the kind that we use to stereotype and exclude other human beings.
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British brand River Island has released a new inclusive campaign that features its first hijabi model, in a move designed to “explore identity and reject the idea of labelling”.
The men’s and women’s clothing company, which is widely available right here in the UAE, launched the people-positive campaign to mark its 30th anniversary.
“We believe that labels are for clothes, not people, so we’re spinning tired stereotypes on their head and reclaiming labels to make them positive and truly real,” the campaign imagery states.
River Island brought together 12 diverse individuals to front their new message, including Zara Sheriff, a 21-year-old Londoner with Pakistani heritage.
“When people speak to me they ask me where are you from and I say I’m British, and they will say no but where are you actually from, and I realise they mean my cultural heritage, and I say I’m Pakistani,” she tells The Debrief.
“My parents are from Pakistan. In the beginning, it was an identity crisis, I didn’t want to be from there. Then it was like, yes this is where I am culturally from, and I love that, but I am British.”
The shot of Zara used in the Britain-wide campaign urges: “Do not stereotype. Do mix cultures. Treat with respect.”
River Island has also teamed up with anti-bullying charity Ditch the Label to create a line of tees and sweatshirts proclaiming #LabelsAreForClothes.
The line, which starts from Dhs92, donates Dhs15 for every sale to the charity.
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There’s no word yet if the collection will be available in UAE stores, but the UK website does ship to the Emirates (for Dhs51).
We’ve just added one to our virtual basket as we type…
Images: River Island/Facebook
