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Ambition

River Island recognised the fashion landscape was becoming increasingly democratised and tasked ODD with developing a stronger and more differentiating campaign message, which embodied the brand’s values and personality.

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The ODD Solution

Despite long-term shifts in behaviour and attitudes towards identity and self-expression, particularly amongst Gen-Z, the fashion industry at large still advocates certain ideals and behaviours. Fashion is a means by which individuals can reflect their multi-dimensional sense of self – from tailored, to tom-boy and pretty to preppy. As the late great Alexander McQueen once said, “Fashion should be a form of escapism, not a form of imprisonment”.

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Whereas previous campaigns had been product or season specific, ODD’s strategy was to tackle the concept of identity and self-expression head on, by challenging and reframing the unspoken rules which prevent and restrain us.    

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The campaign seeks to encourage, celebrate and give people the confidence to express their individuality and have fun with fashion.

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The art direction embraces multiple identities and looks, while the social activation features a series of influencers taking a specific fashion trend, subverting it and making it their own.

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Beautiful Effectiveness

The campaign is live so results are pending but initial results of River Island’s target-market research show that the campaign has had a positive impact across all key brand metrics; including brand perception, consideration and fit.