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DO NOT STEREOTYPE
ZARA

“When people ask me, where are you from and I say, I’m British and they say no, but where are you actually from?”

Age 21
Born London
Occupation English teacher
Aspirations To change mindsets & make a difference

English teacher Zara is a fashion addict who has experimented with a LOT of different looks. She says people often think wearing a headscarf is limiting or a mark of subservience, but she sees it as a beautiful accessory that can help make an outfit. As a British Muslim woman, she feels subject to so many stereotypes, from people not expecting her to speak English to calling her a terrorist. She has a powerful voice and wants to get into activism – Zara we’d follow you girl!!

Tell us about yourself

I grew up in Maidstone, but I’ve moved back to East London, where I was born. Immersing myself in London life has been great, it opens countless opportunities. I teach English, it’s something that comes so naturally to me and I see it as a gift that I can share.

What about the future?

I’ve worked for charities before, but I like the idea of doing something greater to make a real change. Shedding light on what happens to the religious individuals that I relate to is important to me. I grew up being bullied for who I was, because all these atrocities where happening in the world. I am a Pakistani individual, so at school I was called a Paki. Add to that, I’m Muslim, I wear a headscarf - I get called a terrorist.

What’s it like to wear a hijab?

It doesn’t affect my personal style. I think a lot of people might see it as a hindrance but for me, it’s something that adds to an outfit to help portray your personality.

MADE IN 1961
Steven

“When you get older, you don’t really give a f**k. You just figure you’re going to look cool no matter what.”

Age 56
Born Santa Barbara
Occupation Photographer & filmmaker/ wildlife activist
Star sign Aries
Obsessions Wildlife, travel, his dog Rudi

Throughout the 80s, Steven was part of fashion’s glitterati, shooting major campaigns and partying with some of the world’s most beautiful people. Now, you’re more likely to find Lyon with actual lions – a wildlife activist, he’s been working on poaching documentary ‘Something That Matters’ for three years. The model turned photographer and filmmaker has come out from behind the lens to flip his stereotype, older and cooler than ever before.

Are you a free spirit?

Yes, very much, I’ve spent lots of summers in Mykonos and Ibiza. I’m definitely a product of the 70s, that was my generation.

What was life as a model in the 80s like?

When I arrived in Paris my first job was a Gaultier campaign, then I was flown of to Italy to shoot 27 pages for Vogue. I’m proud of the career I’ve had and the generation of modelling I come from.

And now?

It’s not like I model every day, I just came out of retirement a year ago. I did some shooting with some very good photographers and really enjoyed it, because when you’re younger, you’re conscious that you want to look good. When you get older, you don’t really give a f**k. You just figure you’re going to look cool no matter what – so it’s a lot more fun.

100% GENDER FREE
Asianna

“I don’t care if people call me a boy or a girl, at the end of the day we’re all just people – we should just be one”.

Age 21
Born California
Occupation Model
Special skills Writing, rapping, basketball
Mantra Good vibes only

You’ll know that Asianna’s life mantra, good vibes only, is totally authentic if you follow this inspirer on social. From writing to rapping, there’s no fear of truth telling or going full heart on sleeve. Heavily inked, rocking an effortless tomboy look, the model, who works as both a girl and a guy doesn’t mind if you get gender definitions confused…

Tell us about yourself

I just turned 21. I’m kind of introverted and shy. When I was, young I was just so awkward, now I’m comfortable in the skin I’m in. But, I’m still getting used to it, and trying and to find myself, I think we all have space to find ourselves more – it’s a journey.

“People don’t always have to agree with your lifestyle, as long as they respect it.”

Do you identify with a gender?

I don’t care if people call me a boy or a girl. When I get into it, because I’ve only just started learning about this stuff, I would say I’m gender fluid. At the end of the day we’re all just people – we should just be one.

100% SMOOTH
ZAKARIA

“When people ask me about myself, I don’t usually say I’m a model first. I don’t like to define or describe myself.”

Age 26
Born Aarhus, Denmark
Occupation Model
Star sign Pisces
Obsessions Football, photography, travel

Smooth as silk Zak was born in Denmark to Moroccan parents, he’s all about travel and family time and has a pretty zen approach to life. As a model, he says the label he often gets is ‘arrogant’ but that does not reflect him at all and he loves meeting new people. He’s super into football and might follow in his Dad’s footsteps as a goldsmith… someday. For now, he’s happy just doing what he’s doing.

How would you describe yourself?

I’m very relaxed, I take things as they come. I don’t stress too much about anything really. When people ask me about myself, I don’t usually say I’m a model first. I don’t like to define or describe myself.

Do you think you get stereotyped as a model?

There’s always people who think you are going to be a certain way because you’re a model. A lot of people think I’m going to be arrogant. I don’t think that’s true at all and I think my friends would agree.

Do you feel Danish, Moroccan or both?

I was born in Denmark so of course I feel Danish – but I also feel Moroccan. I like to keep some Moroccan traditions, I have a Moroccan name and I still have family there. I try to take the best of both cultures and mix it.

DO NOT SEPERATE
CHARLIE AND BELLA

“I’m really proud to be in a relationship with a girl, I’m not ashamed of it at all”.

CHARLIE
Age 21
Born Nottingham
Occupation Model/influencer/art student/ musician
Star sign Gemini
Obsessions Art, fashion, Hello Kitty, Bella

BELLA
Age 20
Born Durban, SA
Occupation Singer-songwriter
Star sign Leo
Obsessions Taylor Swift, her friends, Charlie

DO NOT SEPARATE is the message you get almost immediately after meeting Charlie and Bella as well as feeling MAJOR relationship envy, if you’re anything like us! Arriving on set in matching blue onesies, napping together on the green room sofa and mischievously planning pranks, it’s fair to say that individually they are awesome… together, they are even better. And, they are ALWAYS together – the pair who started as BFFs, currently reside on a narrowboat in London and have joined musical forces to create duo TRIGGRD.

How did you get together?

Charlie: We became best friends when we met, in September 2016. We got so close, we did literally everything together; we still do. After about 6 months, we decided to start dating.

What’s the best thing about your relationship?

Bella: How comfortable we are around each other, I feel like I can be all versions of myself around Charlie.

How do you feel about modelling as a couple?

Charlie: We love it! It’s kind of strange because Bella is from South Africa, and everyone she knew there was straight and dating boys.

Bella: Yeah, Charlie is the first girlfriend I’ve ever had. Obviously, we work well together in all spheres of life. I’m really proud to be in a relationship with a girl, like I’m not ashamed of it at all. I’m really excited about it, it’s amazing.

100% MYSELF
NADINE

“I feel like there is so much more to everyone than their stereotype.”

Age 24
Born Austria
Occupation Model
Star sign Capricorn
Obsessions Skiing, snowboarding, gaming

Known for her blinding smile (do wear sunglasses) and her super-cute freckles, model and family girl Nadine describes herself as a massive nerd; she LOVES video games! Raised in Austria, you might be surprised to learn she’s a bit of a pro at badass winter sports (especially snowboarding) and she has (not so) secret white tattoos in honour of her fam…aww!

How else would you describe yourself?

I’m very happy and I never cry. I think people know me for my smile. I’m super social, my friends are like family and I would do anything for them.

Tell us something we don’t know about you?

I think when people look at Instagram or whatever, they see fashion, but I’m the biggest nerd. I religiously travel with my Nintendo Switch, everywhere!

Do you feel like you get stereotyped?

A lot and I’m trying to break out of that because I feel like there is so much more to everyone than their stereotype. For me, I’m always trying to fight for respect, especially when I’m with people who aren’t in this industry.

50% BOLD 50% SHY
CHRIS

“I’m definitely sarcastic, sometimes cocky, on the opposite spectrum, I’d say timid as well as being really awkward sometimes. It’s like I have my own Spider-Man and Peter Parker.”

Age 26
Born Texas
Alter-Ego Chris ‘Hotdog’ Bunn
Occupation Model
Obsessions Comics, acting, writing

Genuine Gemini (man of two sides) Chris is a HUGE comic book fan. He massively identifies with Peter Parker (Spider-Man) – the regular guy just trying to be a superhero. In his own words, he’s cocky and confident but has a quiet, shy side too. He even has his own alter-ego, Chris ‘hotdog’ Bunn, mostly for the LOLS and rocks a cute little hotdog tattoo on his arm in celebration.

You love Spider-Man, right?

Probably the same reason everyone loves him, he’s the most relatable. You know Peter Parker (his alter-ego) is generally depicted as a high school kid, struggling with day-to-day problems, or a regular guy trying to manage a love life and a career. And… be a hero. That’s a lot of pressure - I guess in a way that’s very relatable to me.

Do you have an alter ego?

I have quite a few alter egos. Not that I read too much into this, but I’m a Gemini, and I can feel like I’m two different people sometimes. I have a side that’s more sad and anxious.

What’s important to you?

Doing what you like to do and not being a d**k. For me it’s really important to just be happy and make other people happy.

100% WOMAN
Stav

“Women are powerful, I really believe in a feminist world, it’s our future for sure.”

Age 25
Born Ukraine
Raised Tel Aviv
Hobbies Gaming
Mantra Be yourself / make every moment count

Diva of the group (she adores a dramatic exit) Stav, is inspired by powerful women. She’s a true badass and idolises Lara Croft because she’s “gorgeous and fearless”. Though Stav would rather live without labels, she is used to people wanting to define her so she identifies as transgender and female. Her mantra is “as long as you aren’t hurting anyone, why shouldn’t you be who and what you want to be?”. PREACH GIRL!

Who inspires you?

Lara Croft is one of my idols, I’ve always liked powerful women. I love that she can kick a man’s ass and she’s gorgeous, obviously. She’s not scared easily; women are powerful, I really believe in a feminist world, it’s our future for sure.

“It’s just about being who you are and loving yourself without fearing judgement.’

Are you a powerful woman?

I identify as a female, I would rather live with no labels – but we live in a society where people just want you to label yourself. I identity more as a girl than a guy definitely, but haven’t had any surgeries done. I don’t want them and I don’t feel this is what’s going to make me a woman.
As a role model, I’m not powerful enough yet, but I promise I will be. I want to use the platform that I have, to help other kids feel good about themselves.

“It’s just about being who you are and loving yourself without fearing judgement.”

PURE CHAMPION
David

“You can’t ever lose if you don’t quit.”

Age 30
Born Paris
Lives New York
Occupation Model & artist
Star sign Taurus

David says he is a man of extremes and opposites; he’s at 0 or 100, nothing in between. He’s a model (like you couldn’t tell), but he’s also a kickboxer who loves to create. He’s a passionate artist and a photographer and has his own clothing label, Heart of Bull. A true Taurean, he identifies with the power of red and doesn’t believe in quitting. David, we’d be happy with just 10% of your energy…

You’re a Taurus… do you identify with that?

My last name Agbodji, means heart of bull, when I think about Taurus, I see a bull and that whole never quit mentality. It’s like you can’t ever lose if you don’t quit. You might die but you didn’t lose.

How did you get into art?

My parents were big into pushing the arts and I went to art school. I think that’s something a lot of my friends missed, in the Bronx, the first thing they cut at school was the arts.
If someone is hungry, you don’t tell them to go do art, but I think we should because it allows you to go past your reality. I never felt like I was in a box, because of my imagination. 

Have you ever been stereotyped?

In modelling, there still aren’t that many black guys and some people expect you to be this thing you might not be. Everyone always tries to be cooler around me and I’m like ‘dude I like you as you are, if you’re the biggest nerd – I think that’s so cool’.

DO NOT SHRINK
SABINA

“It was such a relief to feel like I was at home and to be accepted, but even though they accepted me, I still had a long way to go.”

Age 29
Born Sweden
Occupation Model & ice-cream entrepreneur
Star sign Libra

We LOVE Sabina’s fiery hair and freckles, and, so does she! Body confidence hasn’t always come easy, going from child modelling into adulthood, Sabina struggled to maintain the industry standard ‘straight’ measurements. Now, rocking her natural curves – she finally feels comfortable in the (flawless) skin she’s in. She’s busy working on her own ice-cream brand Dotter (meaning daughter), inspired by her relationship with her Dad and her Swedish heritage. We had to settle for getting the scoop instead of eating one….

Have you always liked your unique look?

As I started modelling at such a young age (4), I knew my look was different but never really felt like it was a problem, because the industry was always giving me compliments about it. And, my parents were very good with just making sure that I appreciate myself, the way I am.

How did you find body confidence?

In the beginning I thought, the skinnier I get, the more successful and beautiful I’m going to be – but that was not the fact. Accepting that I couldn’t maintain that weight was tough, in 2010 I was introduced to the Plus division. It was the first time I’d ever been told that my measurements were perfect. That was such a relief to feel like I was at home and to be accepted, but even though they accepted me, I still had a long journey ahead of me.

100% BOSS
DANIELA

“I never wanted to be a model, I always wanted to be a business woman. I am going into my 4th language now, I’m learning French”.

Age 26
Born Sao Paulo, Brazil
Occupation Model & student
Star sign Aquarius
Obsessions Investments, dancing, shoes

We LOVE a girl boss, especially one as fiery as Ms Braga. Born and raised in Sao Paulo, the business student turned model has a flare for samba dancing and when she’s not reigning the catwalk, she’s playing the stock market… girl gotta have funds, right? Oh, and did we mention she speaks three languages and is currently learning French – bonjour Daniela...

Tell us something about you?

Before I became a model, I was working in a pharmacy as a cashier and I was at business school, so I have my degree in business.

How do you describe yourself?

I’m very independent. I’ve been living in New York for seven years so I have my things, my own apartment, my business and investments – you know I take care of myself. I’m very thankful for everything I have in my life – being a model and getting to travel.

Do your business skills surprise people?

Yes, I think people normally think ok you’re a model, you just take a picture, you just walk. That’s so easy. But for me, I never wanted to be a model, I always wanted to be a business woman.

#labelsareforclothes

This spring we celebrate 30 years of River Island with an exciting people positive campaign. Bringing together a diverse cast as the faces and voices of RI, we explore identity and reject the idea of labelling. We believe that LABELS ARE FOR CLOTHES, NOT PEOPLE, so we’re spinning tired stereotypes on their head and reclaiming labels to make them positive and truly REAL!

Flying the flag for individuality, meet River Island’s class of 2018…

Diesen Frühling wird River Island 30 Jahre und das feiern wir mit einer ganz besonderen Kampagne, spannenden und positiven Menschen. Mit unserem Cast aus Charakteren, die verschiedener nicht sein könnten, setzen wir uns mit Themen wie Identität und Labelling auseinander. Unser Motto bei River Island: LABELS ARE FOR CLOTHES, NOT PEOPLE! Wir haben genug von Stereotypisierung und feiern Vielfalt und Andersartigkeit, denn nur das ist AUTHENTISCH.

Es lebe die Individualität! Lernen Sie die River Island Gesichter 2018 kennen.

Ce printemps, nous marquons les 30 ans de River Island avec une campagne qui met à l’honneur l’individualité. Grâce à un panel divers et varié, nous explorons le thème de l’identité et prenons position contre les étiquettes. Selon nous, LABELS ARE FOR CLOTHES, NOT PEOPLE. C’est pour cette raison que nous défaisons les stéréotypes et réinventons les étiquettes afin de leur apporter une force positive et AUTHENTIQUE !

Découvrez sans plus attendre les incroyables individus de cette campagne River Island 2018…

Deze lente vieren we dat River island 30 jaar is met een supercoole en positieve mensliefhebbende campagne. Met een gevarieerde groep mensen als het gezicht en de stem van River Island exploreren we identiteit en verwerpen het concept van labels. We geloven dat LABELS ARE FOR CLOTHES, NOT PEOPLE dus we breken met stokoude stereotypen en herdefiniëren labels als iets positiefs, iets dat ECHT is!

Wij nemen het op voor individualiteit! Ontmoet River Island’s class of 2018 …

Endor – Fever (Ft. FERAL IS KINKY) is THE soundtrack of SS18

Endor – Fever (Ft. FERAL IS KINKY) der BESTE Soundtrack in FS18

Endor – Fever (Ft. FERAL IS KINKY) est LE son du PE18

Endor – Fever (Ft. FERAL IS KINKY) is DE soundtrack van SS18

THIS IS ME

DO NOT STEREOTYPE

MADE IN 1961

100% GENDER FREE

100% SMOOTH

DO NOT SEPARATE

100% MYSELF

50% SHY 50% BOLD

100% WOMAN

PURE CHAMPION

DO NOT SHRINK

100% BOSS

DELIVERY SALES
DITCH THE LABEL

To spread the positive vibes, we’ve teamed up with anti-bullying charity Ditch the Label with an exclusive range of empowerment tees and sweats that shout our mantra loud and proud! £3 from every sale, plus an extra £1* for every social share using #LABELSAREFORCLOTHES goes directly to Ditch the Label'.
*T&Cs apply

Wir haben uns mit der Anti-Mobbing Charity Ditch the Label zusammengetan und eine exklusive Kollektion an T-Shirts und Sweatshirts entworfen. 3€ des Verkaufspreises gehen direkt an die Stiftung und für jeden Social Share unter dem Hashtag #LABELSAREFORCLOTHES legen wir noch mal 1€ drauf!
*AGB gelten

Nous nous sommes associés à l’association caritative anti-harcèlement Ditch The Label et avons créé une ligne exclusive de t-shirts et sweats aux messages positifs et libérateurs. Pour chaque vente, nous reversons directement 3 € à DTL, plus 1 € supplémentaire pour chaque partage effectué sur les réseaux sociaux à l'aide du hashtag #LABELSAREFORCLOTHES.
* Voir conditions générales

In samenwerking met Ditch The Label, een organisatie die de strijd tegen pesten aangaat, creëerden we een exclusieve collectie empowerment-sweatshirts en T-shirts. € 3 van elk verkocht item, plus nog eens € 1 voor elke share op social media met de hashtag .#LABELSAREFORCLOTHES gaat rechtstreeks naar DTL.
*Algemene Voorwaarden gelden.

DO GET SNAP HAPPY SNAPPEZ LE MESSAGE SNAP DICH HAPPY SNAP DE MESSAGE

Love the message? Help us share it…
unlock our exclusive LABELSAREFORCLOTHES Snapchat lens and prepare to express yourself.

WARNING: USE OF LENS MAY CAUSE ENVY
Notre message vous parle ? Aidez-nous à le partager… Débloquez notre lentille Snapchat exclusive LABELS ARE FOR CLOTHES et exprimez-vous !

Attention : l'utilisation de cette lentille peut provoquer de la jalousie
Überzeugt von der Message? Schalten Sie die LABELS ARE FOR CLOTHES Snapchat-Lens frei und seien Sie ganz Sie selbst!

Achtung: Kann starken Neid verursachen!
Love the message? Help ons het te verspreiden … ontdek onze unieke LABELS ARE FOR CLOTHES-lens op snapchat en … express yourself!

Waarschuwing: gebruik van de lens kan jaloezie veroorzaken!

#LABELSAREFORCLOTHES

We believe that LABELS ARE FOR CLOTHES, NOT PEOPLE, so, we’re spinning tired stereotypes on their head and reclaiming labels to make them positive and truly, REAL! Flying the flag for individuality, meet River Island’s class of 2018…

Endor – Fever (Ft. FERAL IS KINKY) is THE soundtrack of SS18

Endor – Fever (Ft. FERAL IS KINKY) der BESTE Soundtrack in FS18

Endor – Fever (Ft. FERAL IS KINKY) est LE son du PE18

Endor – Fever (Ft. FERAL IS KINKY) is DE soundtrack van SS18

THIS IS ME

DITCH THE LABEL

Spread the word with an empowerment tee or sweat from our exclusive LAFC collection. £3 from every sale plus an extra £1* for every social share goes directly to anti-bullying charity Ditch the Label. #LABELSAREFORCLOTHES
*T&Cs apply

DO GET SNAP HAPPY SNAPPEZ LE MESSAGE SNAP DICH HAPPY SNAP DE MESSAGE

Love the message? Help us share it…
unlock our exclusive LABELSAREFORCLOTHES Snapchat lens and prepare to express yourself.

WARNING:
USE OF LENS MAY CAUSE ENVY
Notre message vous parle ? Aidez-nous à le partager… Débloquez notre lentille Snapchat exclusive LABELS ARE FOR CLOTHES et exprimez-vous !

Attention : l'utilisation de cette lentille peut provoquer de la jalousie
Überzeugt von der Message? Schalten Sie die LABELS ARE FOR CLOTHES Snapchat-Lens frei und seien Sie ganz Sie selbst!

Achtung: Kann starken Neid verursachen!
Love the message? Help ons het te verspreiden … ontdek onze unieke LABELS ARE FOR CLOTHES-lens op snapchat en … express yourself!

Waarschuwing: gebruik van de lens kan jaloezie veroorzaken!