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A British fashion brand is meeting anti-foreign sentiment in that country with a campaign celebrating immigration and diversity.
Jigsaw’s new subway ads feature models from a range of ethnic backgrounds wearing the designer’s 2017 fall/winter collection under a simple headline—a heart icon, and the word immigration. That is, an imperative: “Love immigration.”
A longer, copy-only ad offers the marketer’s argument. “British style is not 100% British,” it reads. “In fact, there’s no such thing as ‘100% British.’