Hey Malta – This High Street Brand Proves That Labels Are Just For Clothes

Fact: 'being yourself' looks good on everyone

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All you Maltese fashionistas may not be aware, it's River Island's birthday! So we reckon we should all celebrate with a giant, over-the-top shopping spree. 

But wait, there's more than just a birthday behind this celebratory news – River Island are also launching their crazy-amazing new spring/summer line. And it focuses – specifically - on you.

Clothes so woke

Malta's style and fashion culture is more fertile than ever, and the launch of River Island's SS2018 campaign is ALL about that diversity. It  celebrates the individual and the fact that its customers are all uniquely different.

In short, River Island is shouting from the rooftops that there is no one way to look or be, other than true to yourself. #preach

Styling for diversity

The new ad campaign has been shot by renowned photographer Richard Burbridge and styled by Ondine Azoulay – which essentially means, it's trendy AF. 

The campaign's name, Labels Are For Clothes, is centred on a group of individuals who are all inspiring and totally unique. They also have something in common with what a lot of us have gone through in our own Maltese social circles – stereotyping.

River Island is saying NAH to putting people in a box, and instead has created personalised clothes for each of their hero campaign protagonists, with tongue-in-cheek messaging that makes no apologies for who they are or what they stand for. 

Spreading the joy of fashion

We all know how much better we feel when we dress according to what truly represents our real self. This campaign is all about that, and beyond. It joins the most topical conversations of today – things like race, gender, love, and equality - and addresses them in a playful and empowering way.


Example: curve model and body confidence activist Sabina appears with the message ‘DO NOT SHRINK’; committed gay couple Charlie and Bella's clothes say ‘DO NOT SEPARATE’; born male, the glamorous Stav Strashko's threads tell the world she's ‘100% WOMAN’; and Zara, who has Pakistani heritage, wears a hijab and was born in London, commands that you 'DO NOT STEREOTYPE’. Awesome much?

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Shopping for a cause

Other than contributing to your personal style bank, your River Island shopping spree could also support an awesome cause – as the high street brand turns 30, its helping fight bullying all around the world. 

So if you want to be a mascot for equality AND get a whole new wardrobe for next season, just head down to River Island now. And, sure, you can thank us later... after your shopping spree. 

Tag a friend who needs a shopping spree

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