UK Brand River Island Casts 7-Year-Old Amputee As The Face Of Their New Campaign

Body positivity and inclusiveness continue to be a major topic in today’s fashion world as more and more consumers demand diverse representation within the industry. It is only recently that many brands have begun to comply. The fact of the matter is that in an industry that is often criticized for setting extremely exclusive body expectations, there are many groups of people who still have little representation.

In the case of people with disabilities, in particular, the fashion industry has only recently begun to cast models with disabilities. This issue also points to a larger deficit in the industry, which at times alienate the demographic due to a lack of offerings such as adaptive clothing when it comes to major brands.

These issues, as is often the case with a lack of representation for any group, can be potentially damaging for young children. Before children have any power as a consumer, they are still subject to the inadvertent messages sent through media such as advertising. It may be disheartening for children with disabilities to have no sense of representation in a medium like the fashion industry, as it can prove to be unhealthy toward their self-image.

Thus, it comes as exciting news that UK brand, River Island, has released a campaign featuring 7-year-old Daisy-May Demetre. When she was born, Demetre was diagnosed with fibular hemimelia; a condition which causes underdeveloped fibular bones in both legs. Since the condition made it hard for her to move her legs, she had both legs amputated below the knee.

Demetre wears prosthetics and has regained a lot of mobility as she is now able to walk, run, and jump. The seven-year-old is already an enthusiastic gymnast, which is among the qualities that first attracted the brand to her. “As well as having a great, outgoing personality, Daisy-May has a genuine love of all sports,” says a River Island spokesperson.

The young athlete and model is represented by Zebedee management, a firm that specializes in representing models with disabilities.

Her parents for one, are not shocked that their daughter has landed such a contract. Daisy-May has a large following on Instagram. Her father, Alex, has said: “The support we get through Instagram from other disabled and non-disabled people is what we are about – helping to put smiles on faces and inspire people to push and follow their dreams.”

It seems that Miss Demetre has certainly forged a path for herself and others.