River Island Feature First Hijab Model In New Anti-Labels Campaign

Why River Island’s message is important to Dubai and the rest of the world

Posted on

7 February 2018

Image Credit: River Island

Do not Stereotype –the tag line of River Island’s important new campaign which states that labels are for clothes not people.

As we often browse in high-street fashion shop River Island here in Dubai, we couldn’t be happier about their inclusion of a first hijab model in their new campaign. However, Zara Sheriff a British born Muslim woman with Pakistani heritage, who wears the hijab in the campaign, represents more than hijab fashion or modest clothing.

As River Island are “reclaiming labels” to make them positive and “spinning tired stereotypes on their head,” their imperative message focuses on exploring identity and flying the flag for individuality. Thus, their diverse cast reject labelling in a positive campaign which celebrates 30 years of River Island this spring.

LABELS ARE FOR CLOTHES, NOT PEOPLE. Doesn't matter how you look, what you believe or who you love #LABELSAREFORCLOTHES https://t.co/Vi29wUlXy0 pic.twitter.com/ghQ2mesSD3

— River Island (@riverisland) February 5, 2018

River Island’s campaign is definitely more about the message than the fashion, but the British high-street brand has designed a selection of tee-shirts and sweatshirts for the new campaign with AED 15 donated to Ditch the Label (an anti-bullying charity) with every sale.

Although we’re ensure when or if the newest River Island anti-labels line will come to Dubai, River Island’s online shopping website does ship to the UAE through their international delivery service.

So now we’re just waiting for a River Island hijab to hit the high-street fashion market or even an abaya, as modest fashion and Muslim women should continue to be represented and catered for. In the meantime, this major US department store HAS just announced a modest fashion collaboration we can't wait to see, so check out Macy's x Verona...