River Island 2012 Ad Campaign

Following on from the success of their spring shoot in LA, popular high street retailer River Island has once again returned state-side, taking refuge in the gorgeous – somewhat envious location – of Miami to shoot their latest summer 2012 advertising campaign.

Photographed by Ellen von Unwerth, the striking campaign imagery showcases a fun, fresh range which is perfectly on trend this summer. There is a strong focus on bold, eye catching colours, which are blended effortlessly with this season’s must have print trend, in the form of the ever popular Navajo/tribal inspired designs.

Everything from the styling to location and even the props have been well considered – all working together in harmony together and helping to bring the imagery to life. The end result is a captivating campaign that is hard to take your eyes off.

To accompany the editorial imagery, there are a couple of interesting short films; the first is a behind the scenes look at the shoot, with stylist Karl Plewka giving an insight into the inspiration behind the campaign. The second, entitled “Pass The Prop”, is a fun video which puts the models through a series of somewhat random (and unnecessary) tests that captures the playfulness of the whole campaign wonderfully.

River Island 2012 Ad Campaign Videos

Pass The Prop

River Island 2012 Ad Campaign Imagery:

River Island 2012 Ad Campaign

River Island 2012 Ad Campaign

River Island 2012 Ad Campaign

River Island 2012 Ad Campaign

River Island 2012 Ad Campaign

River Island 2012 Ad Campaign

River Island 2012 Ad Campaign