Very trendy! Fash­ion f irm in mi­gra­tion ad cam­paign

Scottish Daily Mail - - Life - Daily Mail Re­porter

FASH­ION la­bel Jig­saw has gone po­lit­i­cal with a pro-im­mi­gra­tion ad­ver­tis­ing cam­paign.

The Bri­tish cloth­ing brand’s lat­est posters fea­ture mod­els of dif­fer­ent eth­nic­i­ties with a slo­gan of a heart and the word ‘im­mi­gra­tion’.

Next to them is a 118-word ‘man­i­festo’ stat­ing that ‘Bri­tish style isn’t 100% Bri­tish’.

The cam­paign, to pro­mote its au­tumn/win­ter col­lec­tion, is a bold move by the lux­ury high street chain, which counts the Duchess of Cam­bridge among its fans.

It could be seen by some as an­tiBrexit, with one of the chain’s bosses point­ing out that ‘im­mi­gra­tion is a con­tro­ver­sial is­sue in Bri­tish pol­i­tics right now’.

Jig­saw’s chief ex­ec­u­tive Peter Ruis said: ‘Fash­ion doesn’t op­er­ate in a bub­ble.

‘We could just talk about clothes, but with what is go­ing on around us it seems hyp­o­crit­i­cal and su­per­fi­cial to not ac­cept the debt we owe to im­mi­gra­tion in its broad­est sense.’

And head of mar­ket­ing Alex Kelly added: ‘There’s no ques­tion that im­mi­gra­tion is a con­tro­ver­sial is­sue in Bri­tish pol­i­tics right now.

‘But if you risk mak­ing peo­ple po­ten­tially dis­agree with you then I think it’s worth it, as that still cre­ates a pow­er­ful emo­tional en­gage­ment.

‘One of our prod­ucts could have Mon­go­lian wool, Turk­ish satin, Chi­nese silk and Ital­ian but­tons, so the cam­paign will cel­e­brate that di­ver­sity at a prod­uct level.’

The chain – which in 2006 briefly em­ployed Kate Mid­dle­ton as an as­sis­tant ac­ces­sories buyer – has bucked the trend of fall­ing high street sales.

Its new col­lec­tion in­cludes a £180 cash­mere jumper and a £750 coat. Part of the Jig­saw man­i­festo reads: ‘Bri­tish style is not 100% Bri­tish. In fact, there’s no such thing as “100% Bri­tish”. Or 100% Dutch, French, Amer­i­can, Asian.

‘With­out im­mi­gra­tion, we’d be sell­ing potato sacks.

‘So, for Au­tumn Win­ter 17, we have launched a cam­paign – love im­mi­gra­tion – to chal­lenge the no­tion of Bri­tish style.’ The cam­paign, pro­moted on­line with the hash­tag #heartim­mi­gra­tion, at­tracted mixed re­views on Twit­ter.

One user de­clared: ‘I won­der how many cus­tomers you have just lost with this pro­pa­ganda?’

Bold: The ad­verts fea­ture a heart and the word ‘im­mi­gra­tion’

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.