Chris Bland
High-street retailer River Island have launched their latest campaign that celebrates the changing face of modern families, and we’re here for it.
The brand’s Spring/Summer 2019 campaign, created by Studio Blvd, seeks to celebrate the diversity of family units and challenges the notion of what ‘family’ represents in the modern day.
The campaign stems from the multi-faceted family being overlooked when it comes to advertising. This is particularly surprising as the traditional nuclear family now represented less than one-third of families in the UK, while blended families, non-biological families, multi-ethnic families, same-sex parent families and single-person families are growing year on year.
The #ThisIsFamily campaign will run in-store and on River Island’s owned channels as well as digital and social.
River Island’s head of brand marketing, Angela Asiedua, said: “Our #ThisIsFamily’ campaign created with Studio Bvld seeks to re-address outdated labels and family stereotypes. At River Island, celebrating our customers alongside championing diversity and inclusivity is at the heart of everything we do as a brand. It’s our hope that this new campaign continues that story.”
The campaign follows in the footsteps of Studio Blvd’s ‘Labels Are For Clothes’ campaign for River Island last year. Victor Pyk, creative director at Studio Blvd, said: “River Island is a brand that always tries to be inclusive of their customers. With that ambition in mind we created the #ThisIsFamily campaign – a true celebration and redefinition of what a family is today – never predefined and always changing.”
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