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River Island channels the late Alexander McQueen's mantra that "fashion should be a form of escapism, not a form of imprisonment" in a new campaign created by ODD.

The activity is fronted by model Lindsey Wixson, who was once rejected by casting directors for her lips and gapped front teeth. Rather than focus on a specific season or product line, the cinema and print ads celebrate the democratisation of fashion with shots of influencers taking on multiple identities and subverting trends. The work was created by Nick Stickland and Gabriel Stokes.