River island airs first-ever TV ad as party season looms

By

Sandra Halliday

Published
Oct 11, 2022

Fashion retailers are going the extra mile to grab consumer attention this season and for River Island, that means a first-ever TV ad campaign.

The mass-market brand has just launched its ad that’s airing through to December — during what should be a shopping bonanza but is actually turning into one of the most challenging seasons for the fashion sector.

Called Don’t Let The Moment Go, it was directed by Emmy award-winner Christine Yuan.

The campaign is meant to celebrate the “joy of seizing every party moment” and focuses on three women enjoying a night out that isn’t quite what they expected.

Despite reports that consumers at present are focused on buying essentials, as well as clothing to keep warm at home, it actually pushes going-out styles with a focus on bright colours, occasion tailoring and high heels.

The assumption here is that despite tough times as inflation soars, people will still want to enjoy socialising this season and could be more likely to shop at a mass-market brand like River island.

The ad is appearing on Channel 4, as well as on All4 and ITVX.