River Island has started a new campaign with down syndrome models which is making some noise. Their new clothing-line campaign shows children of different ages, ethnicity, genders and abilities.
This is where 11-year-old Joseph Hale came in. Joseph, who hails from Grimsby, has Down’s Syndrome and has recently been made the face of the brand’s ‘Kids Squad’. Now he is seen dancing in a ‘traditionalist’ outfit with River Island’s latest campaign.
Young Joseph is pleased with the reaction to his campaign, and said it was nice to show the video to his mates at school, saying ‘people can take selfies with me now.He said that there is a lot they can teach others about not taking things for granted, and they don’t judge anybody. They still have the same thoughts and feelings and dreams.
River Island is a high street fashion brand, which operates in a number of worldwide markets. The company is owned by Lewis.
Disability should not define them. Joseph is a person. His Down’s is a small part of him. There is a lot more to see than the face value. They have a physical disability yes, but people have preconceived ideas – you need to see the person beneath. There is a lot they can teach others about not taking things for granted and they don’t judge anybody. They still have the same thoughts and feelings and dreams.