Bureau, New Delhi
UK fashion brand Jigsaw has unveiled a new OOH campaign that highlights the positives of immigrants to Britain.
Realising that much of its own workforce were born overseas and its garments are made in 16 different countries, Jigsaw decided to play on its very own diversity with its "Love Immigration" outdoor campaign that features across major London Tube stations. And, unsurprisingly, it's also become an instant social media hit with users praising the brand's positive post-Brexit message.
The posters actually read: "British style is not 100% British," it reads. "In fact, there's no such thing as '100% British.' Or 100% Dutch, French, American, Asian, or European. Whatever your opinion, at some point in your ancestry someone moved in and unsettled the neighbours."
The creative, by agency The Corner, also includes ethnically diverse models, photographed in a British manor house by Ben Rayner.
"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."
"Jigsaw wouldn't be Jigsaw without immigration," Tom Ewart, founding partner and chief creative officer at The Corner, said in a statement. "From the Afghan Coat that started it all (brought back to the U.K. in 1970 by Jigsaw founder John Robinson), to the 45 nationalities it now employs across the business, immigration and cultural diversity has helped Jigsaw define what we now know as 'British style' on the high street."
Commenting on the campaign, Jigsaw's CEO Peter Ruis, told the UK's The Independent: "The world is such a crazy place at the moment, it seemed facile to do a nice little campaign. We wanted to give a positive message, it's bizarre for immigration to be seen as a negative word.
"Fashion doesn't operate in a bubble; it plays on a broader psyche. 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," Ruis said.