River Island

River Island’s blogger-led denim campaign

Chiara-Ferragni-River-Island

River Island loves bloggers so it’s tapped some of its favourites to model its latest denim. Why this works? Because these super-bloggers will naturally share the shots on their own multi channel platforms, thus spreading the message far and wide. (It’s an international affair – amongst the bloggers are Italian Chiara Ferragni from The Blonde Salad, Australian Jessica Stein of Tuula Vintage and Spanish Gala Gonzalez from Amlul). (more…)

Borrowed from the boys: masculine florals

1 Prada-masculine-florals-ss14 2

I mean really, what are these fab floral jackets and knits doing on the menswear rails when they should be adorning the hangers in my wardrobe? From Prada’s shirts (love these Leibowitz ad pics) to Dries’ tonal jackets, to H&M’s heavily inspired Harrington, I would happily wear any and all of these masculine florals… (more…)

Buy it now: Eudon Choi for River Island

2 River-Island-Eudon-Choi_AW13

The Eudon Choi for River Island shop is open! And aren’t the look book pictures fab?

The capsule collection is part of River Island’s Design Forum which gives emerging designers a platform to reach more consumers at an affordable price. Choi based his inspiration around Vogue photographer Peter Lindbergh’s 1991 Wild At Heart shoot, which famously featured the likes of Cindy Crawford, Naomi Campbell and Tatjana Patitz as bad-ass bikers girls.

Eudon Choi’s tomboy-luxe aesthetic is all about boxy, anti-bodycon shapes in rich fabrics. The silver leather jacket (£250) is likely to sell out first, swiftly followed by the biker boots (£110). But the biker-detailed utility jacket (£150) and leather-panelled coat (£200) are probably your best bet for cost-per-wear versatility.

Shop the entire collection at Riverisland.com. (more…)

Q&A: River Island’s brand director Farida Kaikobad discusses social media, the future of fast fashion and *that* blogger collection


A few months ago, there was a big old hoo-ha when Fashion Editor at Large published a post about River Island’s blogger-inspired range. The range is part of the River Island AW12 collection and was presented during the press preview but there was a bit of an uproar from bloggers feeling they were being lumped together in a ‘blogger style’ of clashy prints and OTT ‘please-photograph-me’ accessories. The collection is now trickling onto the shop floor so to coincide, I emailed some questions to River Island’s brand director, Farida Kaikobad to find out how a high street brand puts its collections together in these crazy speedy-to-market times, how blogging and social media affects the brand and how that blogger range came about… (more…)