River Island Unites Retailers In Solidarity With The Great British High Street

Its social media campaign, #StandingByTheHighStreet, is a morale boost for the industry.

River Island

by Natalie Hammond |

The British high street has been dealt a near-fatal blow by the coronavirus pandemic. As shops have closed and opened, closed and opened, the institution that holds such a special place in the nation’s hearts - from the teenage girl getting her first out-out top to the mum treating herself to a new winter coat - has suffered major casualties, the latest being Arcadia Group, which fell into administration earlier this week.

In the run up to Christmas, a pivotal moment for non-essential shops just emerging from lockdown, one high street stalwart wanted to spread a message of positivity. River Island has united retailers in solidarity with a social media campaign called #StandingByTheHighStreet.

What started with followers and customers sharing yellow hearts on Tuesday - a gesture demonstrating that they’re standing by the high street on the eve of shops opening - has spread to other brands such as John Lewis, Topshop, Topman, M&S and Primark, who today will all be posting yellow hearts for a morale boost that, competitors or not, they all so desperately need at this moment in 2020.

Gallery

SHOP: The Kate Moss For Topshop Pieces You Can Still Buy In 2021

Lemon Yellow Prom Dress, From £9
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Embellished Peplum Dress, From £4.30 at eBay
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Black Plunge Dress, From £8
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Black Tassel Dress, £350
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Yellow Silk Maxi Dress, £299.99
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Cobweb Beaded Dress, £500
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Red Ball Gown, £279.99
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Beaded Maxi Dress, £199.99
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Pansy Print Dress, £179.99
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Yellow Dobby Dress, £50
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The overwhelming message? The high street will always be in fashion.

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