River Island were looking for a partnership for AW17 that would help improve their credibility as a fashion authority while empowering an 18-30 audience to express their own style. They wanted to encourage conversation and expression of identity in the context of not just fashion, but in areas such as confidence and opinion.
What a woman looks like says a lot of about who she is and what she stands for. Her identity is not just about the jeans she wears or indeed how she wears them but about inner confidence, empowerment, knowing who she is and what she thinks. This millennial female insight led to the campaign idea.
A six-part, cross-platform artist and fashion franchise, the series I AM shone a spotlight on six of the UK’s hottest emerging artists including Anne-Marie, Ella Eyre & Tom Grennan; exploring the relationship between their music and notions of identity and style. We then took those styles and revealed to audiences how to get that look and trend, influenced by the artists and dressed by River Island.
The series ran across three Bauer brands and leveraged Bauer talent from across the business.