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 divided 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 17 campaign features the tagline "Heart Immigration" and 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," points out the ad. "Without immigration, we'd be selling potato sacks."
The creative, by agency The Corner, also includes fashion shots featuring models from diverse ethnicities, overlaid with the tagline "I heart immigration." The models were shot in a British manor house by photographer Ben Rayner.
As part of the campaign, Jigsaw has collaborated with Ancestry.co.uk, inviting its staff staff to take DNA tests, with the results flagged in a social media campaign.
Following its launch yesterday, the campaign is already getting positive mentions on social media, with hashtags such as #Brexit and #BorisJohnson. Pro-Remain Conservative politician Anna Soubry also tweeted about the campaign.
Tom Ewart, founding partner and chief creative officer at The Corner, says in a statement: "Jigsaw wouldn't be Jigsaw without immigration. 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. We couldn't be more proud of this work at The Corner. It's for campaigns like this that we exist."