The New Face Of River Island’s Kids Range

Joseph Hale, from Grimsby is the new face of River Island’s Kids range. Born 11 years ago with Downs Syndrome, Joseph secured his first modelling job in the ‘RI Kids Squad’ campaign alongside other children with mixed abilities who are paving the way for the acceptance and better representation of people with disabilities in the fashion industry. Signed with Zebedee Management, a specialist modelling agency, Joseph is the eldest of the ‘RI Kids Squad’ who won River Island’s casting directors over with his fun loving and bubbly personality. Interviewed by the Grimsby Telegraph, Joseph explains how much fun he had during his first shoot: “It was nice to show the video to friends at school. People can take selfies with me now.”

“River Island made it comfortable for me and I really enjoyed it. I was trying to get everyone to dance to the music. It is good to be able to champion disabilities.” Joseph’s parents Karen and Andrew expressed how grateful they are River Island gave him the opportunity to represent children, young people and adults with disabilities. They told the HuffPost UK: “Advertising can put across in a very positive way, that even if a person has a special need and/or a disability they still have emotions, thoughts, feelings, and dreams the same as anyone else.” “And, given the correct guidance, support and right opportunities to be included in everything, they can thrive and achieve the most wonderful things.”

Ashleigh Skinner, a River Island’s spokesperson added: “Joseph is a very special and sweet boy.”