Is this the most inclusive fashion ad campaign around?

Today, River Island launched a new ad campaign with a refreshingly diverse lineup of models. It's part of the high street fashion brand's Labels Are For Clothes initiative, which aims to do away with fashion stereotypes and champion inclusivity. This particular campaign places particular focus on dispelling stereotypes associated with disability.

Labels Are For Clothes launched earlier in the year to an overwhelmingly positive response, with a SS18 campaign garnering the brand over 56 million earned impressions and tens of thousands of comments. However, one criticism fired at the campaign was that disabled people weren't represented – something River Island has righted in its AW18 instalment, which includes a 50/50 mixed ability cast. The ads are a far cry from the typical cookie-cutter campaigns gracing shopfronts and billboards.

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Ruth Hamilton

Ruth spent a couple of years as Deputy Editor of Creative Bloq, and has also either worked on or written for almost all of the site's former and current print titles, from Computer Arts to ImagineFX. She now spends her days reviewing mattresses and hiking boots as the Outdoors and Wellness editor at, but continues to write about design on a freelance basis in her spare time.