High street fashion chain River Island has launched its first UK standalone kidswear store with a campaign which celebrates diversity and marks the retailer’s 30th anniversary.
The first ever River Island Kids branch opened in early February at Intu Braehead near Glasgow. The new shop is located in a 3,000 sq ft prime retail space close to one of River Island’s strong performing regional stores and will sell River Island’s Kids and Mini collections for children from newborn upwards.
Meanwhile, six children with disabilities have been unveiled as the models for River Island’s latest fashion campaign. The children – aged from three upwards – model the latest designs from the River Island Kids Clothing range in the adverts, which celebrate diversity and mark the high street chain’s 30th anniversary.
“This spring we are celebrating 30 years of River Island with an exciting, positive campaign #labelsareforclothes, that celebrates individuality,” said a spokeswoman for River Island.
‘The models were selected for the campaign to reflect the diversity of our customers and celebrate an ethos that rings as true in society as it does our wardrobes, that being different is more than OK.’
