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
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.