"‘I Wish I Could Wear’ is a lesson in body confidence" – Huffington Post
"One of the most self love-inspiring projects to come out this year" – Bustle
"Excellent" – Cosmopolitan
Insight
Many women fixate on their flaws.
To launch Amazon Fashion in Europe, we turned to Twitter to find out how women really feel about the fashion industry. To our surprise, we found thousands of self-critical tweets from women who felt “too fat”, “too pale”, or “too tall” to wear the clothes they loved.
Idea
Inspire women to love their bodies.
We challenged 3 real women who tweeted “I wish I could wear…” to conquer their fashion fears by starring in a film directed by Rankin.
For inspiration, we also invited 3 style icons who turned their perceived flaws into their unique selling point: an albino model, a plus-size activist, and a fashion blogger called London Tall Girl.
Together, all three women conquered their greatest fear to wear the outfit of their dreams in a tear-jerking fashion film with a twist.
Impact
15.5 million views later.
Brand awareness for Amazon Fashion increased by 878%.
The video was viewed 15.5 million times.
Ad of the Week – The Drum.
Fashion journalists called the campaign “a lesson in body confidence”.
