River Island SS19 Advertising Campaign

The #ThisIsFamily campaign celebrates the diversity of families, while challenging the notion of what ‘family’ means in 2019 and continued to underscore River Island's ongoing commitment to challenging outdated labels and stereotypes while celebrating inclusivity. The #ThisIsFamily campaign focuses on imagery which is more accurately representative of the true modern family - the traditional nuclear family now represents less than one-third of families in the UK with blended families, non-biological families, multi-ethnic families, same-sex parent families and single-person families - having grown significantly. As a family-owned and operated brand River Island was the perfect brand to redefine and celebrate the modern family through a series of compelling images showcasing the love, pride and unity that makes up a family, no matter what form that might take. Photographer: Mel Bles Stylist: Patrick Mackie Creative Agency: Victor Pyk via Studio Boulevard