River Island Launch First Campaign in 5 Years
A revamp of River Island is underway and they're kicking it off with a stunning ad campaign- their first in five years.
The shots focus on this season's Mod trend and conveniently pay homage to their Chelsea Girl roots. The images were taken by photographer of the moment, Ellen Von Unwerth, who also recently shot the latest Guess campaign.

In addition to their image overhaul, River Island are introducing 'Made in Britain' swing labels to their clothing. The company has been producing a large percentage of it's collections in the UK for a number of years but has only chosen to highlight this now. Their spokesperson said, "There is an appetite for product made in Britain. River Island wants to let customers know that it has sourced and manufactured domestically for a number of years."

This new marketing strategy comes after a very difficult few months on the high street. Summer 2011 was not an easy season and stores are having to do everything they can to give shoppers a reason to buy.

River Island's full A/W range will be in stores by the end of August.