British fashion brand Jigsaw is best-known as a favorite of upscale, posh customers like the Duchess of Cambridge. But in a country still deeply riven by Brexit, the brand is taking a strongly pro-diversity, pro-immigration stance in a new campaign that includes a takeover of London’s Oxford Circus tube station.
Jigsaw’s Autumn/Winter campaign features the tagline “Heart Immigration,” includes a “mainfesto” that points out how “British style isn’t 100 per cent British” and highlights how important immigration is to its business.
“As a clothing brand, we couldn’t do what we do if people weren’t free to move around,” an ad says. “Without immigration, we’d be selling potato sacks.”
The creative, by agency The Corner, also includes ethnically diverse models, photographed in a British manor house by Ben Rayner.
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