Migrants' Rights Network

Fashion Campaign Brings Immigration Front and Centre

A fashion brand has decided to centre its latest advertising campaign around the slogan “[Heart] Immigration.” Accompanied by a brief “manifesto,” the campaign explains that “British Style is not 100% British” and that “fear, isolation and intolerance will hold us back.”

While there is a long history of brands using diversity as a marketing strategy – and being criticised for it – the campaign stands out for its willingness to take an explicitly pro-immigration stance. The campaign’s initiator explained to The Drum that:

“We could have had a campaign that said ‘Heart Diversity’ and it would have been very nice and safe, but the whole point of using ‘immigration’ is that it jars and celebrates the positive aspects of it” against its predominantly negative association in the media.  

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Fabien Cante

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