Written by Menswear Style in New Collections on the 15th October 2018

This season, River Island continues its 30th anniversary celebrations by embracing individuality through fashion and self-expression. Following the hugely successful SS18 launch of 'Labels Are For Clothes' which touched over 22 million people, AW18 continues to champion diversity and body positivity through visual dialogue, this time incorporating mixed ability talent in to the rich and diverse cast. With the brand mission statement of ‘Spreading The Joy of Fashion’ at its core, this campaign unites the most topical and cultural conversations of today in a fun and empowering way, delivering the message that we should all be free to our true selves, without fear of labelling.

The campaign is shot by renowned photographer Liz Collins and styled by Patrick Mackie. The Labels Are For Clothes campaign champions a diverse cast of individuals, all inspiring, all unique, that resonate with a variety of communities and the River Island customer. Turning the idea of traditional labels on its head, each campaign star is given a personalised strapline of empowerment; branded graphic language in a tongue-in-cheek manner highlighting the rich and engaging character of each cast member.

Bilingual model and ambassador for glam style, Kathleen appears with the message ‘100% Style Queen’, while wheelchair basketball player Jordan doesn’t let anything hold him back, encouraging ‘Smooth Move Only’. Curve model and body confidence champion Lulu is a great believer in positive affirmations and commands ‘Do Embrace Curves’. The sky is the limit for all-round performer Harry; ‘Do Expect Greatness’ from this rising star. Using her modelling success as a platform to campaign against inequality, Leomie proves she is ‘100% Boss’. Loving the skin he’s in, model and fitness fanatic Ralph owns his freckles, feeling ‘100% Flawless’.

A River Island first, kidswear and Mini are also here for the party alongside womenswear and menswear. A cool collective of kids, each demanding to be heard with their own unique voice and opinions on everyday culture. 'Do Show Off’, shouts snow loving Eva, adventure seeking Maxwell wants everyone to have ‘Fun Times Only’. Daisy-May describes herself as funny, happy and energetic, she’s ‘Made To Move’. Never one to shy away from a challenge, Lorenzo exudes ‘Pure Swagger’ when learning to play the electric guitar.

In partnership with anti-bullying charity Ditch The Label, River Island’s in-house design team have created a selection of slogan t-shirts and sweatshirts, championing the Labels Are For Clothes empowerment message. Ditch The Label is a leading international anti-bullying charity that believes in a world that is fair, equal and free from all types of bullying. See the full men's collection at riverisland.com

Featuring Daisy-May among others, River Island's Labels Are For Clothes AW18 campaign is photographed by Liz Collins and styled by Patrick Mackie.