The "I am with River Island" Campaign Launches

Musician Zak Abel, Anne-Marie, Ella Eyre, Mullaly, Nina Nesbitt, and Tom Grennan are the most recent musicians to join the “I am with River Island” campaign. This multi-person collaboration reestablishes the relationship between music and fashion, and re-instates its influence in partnership.

The campaign seeks to “deliver on fashion authority in a unique and intimate way that would also resonate with our audience” by featuring some of the UK’s largest music talents in a position of activism via fashion’s platform. Josie Cartridge makes the unique link between fashion and music—the ability of both to cater to, understand, and express multiple types of people, personalities, and identities. The campaign primarily focuses on a discussion of each artist’s own, personal struggles—especially while growing up—and how it has ultimately become a positive light in their lives.

In the end, the partnership of “bringing music and fashion together was the perfect opportunity to showcase these talented artists individual style and personality and in turn inspire our consumers to express theirs,” said Josie Cartridge.

It’s an interesting, but rather transcendent collaboration—utilizing perhaps the two most expressive industries for a cause. As a low-priced, fast fashion brand primarily sold in the UK, it will be especially curious to see what comes of the “I am with River Island campaign,” and how other brands interpret it.