RIVER ISLAND (SOCIAL, CULTURAL CONTEXT) Flashcards
1
Q
What is River Island?
A
- High-street British fashion brand.
- Main competitors: Zara, H&M
2
Q
When was the “LABELSAREFORCLOTHES” campaign launched?
A
2018
3
Q
What is the LABELSAREFORCLOTHESCAMPAIGN?
A
- Campaign created by Studio Blvd that features people of varying ages, gender, ethnicities and abilities modelling the clothes.
- River Island collaborated with the anti-bullying charity ‘Ditch The Label’ and created a series of inclusive t-shirts and sweatshirts. #LabelsAreForClothes x Ditch The Label
4
Q
What was the aim of the campaign?
A
- Dismantle social sterotypes, by featuring under and misrepresented groups to show their clothes are for everyone.
5
Q
Who created the campaign?
A
- River Island and Studio Blvd
6
Q
Who is the model in the advert?
A
- Jordan Luce: French-Caribbean wheelchair model, basketball player, disability rights adovcate.
7
Q
Cultural context- celebrity culture/body positivity?
A
- Millennials as digital natives are unindated with idealised celeberity images that perpetuate unrealistic body image.
- Recently, a social media counter-culture has developed urging for diverse representations in media, as well as calling out unrealistic body imagery within fashion.
8
Q
Cultural context- fashion industry and representation
A
- Late 2010’s marked a shift towards diversity in marketing (brands like ASOS, Nike introduced adaptive clothing campaigns)
- RI’s campaign alighs with this marketing shift
