Picture via River Island


What makes all of our kids so special? How different they all are!


Unfortunately, though, sometimes those differences are used to label our children in a way that makes them feel alienated. 


River Island's Spring and Summer 2018 ad campaign hopes to combat that by celebrating our little one's uniqueness and proclaiming that #LabelsAreForClothes. Labels that may pigeonhole our kids are thrown away and kept just to the realm of fashion.


The #LabelsAreForClothes campaign features a diverse cast of children from a variety of backgrounds and abilities. From ages two to 11, these rambunctious youngsters are each given a personalised clothing label with playful messaging that proclaims without abandon who they are. 


Here are just a few of the fun-loving kids from the campaign:


Picture via River Island


Mia, 3, is a girly girl with a daredevil streak in her. She just loves theme park rides!


"We are so excited for Mia to be a part of this, it’s an amazing opportunity and will hopefully help Mia to feel more ’normal’ and for others to view her as just a little girl," Mia's mum, Liz Wenham, shared.


Picture via River Island


Four-year-old Gabriel, pictured above, is all about 'Rough and tumble only'. The adorable campaign star has Down's syndrome and is a notorious prankster.


His mum Rebecca Sohota welcomes his presence in the campaign, saying, "All children need to be represented in advertising, including mixed abilities will contribute to breaking down barriers and squashing out-of-date stereotypes.”


Picture via River Island


Teddy, 5, loves his thrills, especially horse-riding and sailing! He has Cerebral Palsy, and because it affects all fours of his limbs he uses a frame or wheelchair to move around.


“Teddy loved the shoot and it gave him such a boost to be able to do things which normal children do," his mum Nicola noted, "It's lovely to show his disability is not a label, he is a person. He has been beaming ever since and showing people his photos.”


We can't help but smile, too! 


If you're feeling as inspired by these extraordinary little ones as we are, then you can pick up a unisex t-shirt and sweatshirt in the adult mainline proclaiming #LabelsAreForClothes. €3 from each sale is donated to international anti-bullying charity Ditch the Label.


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