British fashion brand Jigsaw is celebrating immigration it its new ad campaign. In answer to the idea that immigration threatens “British values”, the love immigration campaign comes with a manifesto, which begins “British Style is not 100 per cent British. In fact, there’s no such thing as 100 per cent British.” Peter Ruis, chief executive of Jigsaw, told The Independent that his team was discussing their next campaign and, as a relatively small brand that only runs one big marketing campaign a year, decided to go for something bold. “The world is such a crazy place at the moment … it seemed facile to do a nice little campaign,” he said. So, using the fact that there are 45 nationalities working within Jigsaw as a hook, the company created a celebration of Britain as a nation of immigrants.
