The River Island Spring/Summer Collection Centers on Lockdown Freedom
Laura McQuarrie — May 5, 2021 — Fashion
References: riverisland & thedrum
The River Island Spring/Summer collection is launching with a campaign that focuses on liberation, friendship and loosened restrictions for the summer months. Unleash Your Vibe invites people to let their true selves shine after being cooped up, and the campaign drives this message home with four women who make up for lost time by having summer fun.
The Spring/Summer collection campaign from River Island shows scenes of people hugging one another, hotel hangouts, tennis court matches, dips in the pool and being in close proximity to others. Since people have been opting for comfortable clothing choices throughout the entire lockdown, the articles featured in the campaign focus on choices that are freeing and uplifting.
The Spring/Summer collection campaign from River Island shows scenes of people hugging one another, hotel hangouts, tennis court matches, dips in the pool and being in close proximity to others. Since people have been opting for comfortable clothing choices throughout the entire lockdown, the articles featured in the campaign focus on choices that are freeing and uplifting.
Trend Themes
1. Comfortable Clothing - A trend towards comfortable clothing choices driven by extended time in lockdown presents opportunities for brands to focus on comfortable materials and designs.
2. Liberation Campaigns - Campaigns that focus on liberation and freedom provide an opportunity for brands to tap into consumer desires for self-expression and release from confinement.
3. Summer Fun - Brands can capitalize on the desire for summer fun and socializing by featuring activities and events in their advertising campaigns.
Industry Implications
1. Fashion - The fashion industry can offer more comfortable clothing options in response to the trend towards such choices.
2. Travel - Campaigns featuring travel and summer vacations can help rejuvenate the travel industry, while also capitalizing on the desire for liberation and fun.
3. Hospitality - Post-lockdown celebrations and group gatherings can create opportunities for hotels and other hospitality businesses to offer events and activities that promote summer fun and socializing.
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