If you’ve ever felt like you couldn’t wear something because of a personal insecurity––height, weight, complexion, etc.–– rest assured that you are not alone. Millions of women across the globe feel the same way, but we shouldn’t! It’s no secret that many clothing retailers today are launching campaigns to fight the fashion industry’s strict definition of beauty. One of the best campaigns as of late is called the “I Wish I Could Wear” campaign, and it’s run by a company you’d never expect: Amazon.
Yup, you read that right! Amazon Fashion UK unleashed the campaign on Nov. 12 to empower women everywhere to wear whatever the hell they want.
The retailer enlisted the help of albino model, Ingrid Behague Sockeel; London Tall Girl, Marsha Campbell; and plus-sized activist, Ana Pizarro to show the world that self-confidence is a woman’s best accessory. These empowering women were paired with three girls––Fiona, Lauren, and Natalie––who were chosen from social media based on their own insecurities.
In the first part of the video, three ridiculous fashion stereotypes are called into question: pale women shouldn’t wear bright colors, tall women shouldn’t wear heels, and plus-sized women shouldn’t wear trendy clothes.
What happens next is amazing––the ladies go shopping, find fabulous outfits, and prove to everyone just how stupid these stereotypes are. The way they exude confidence is simply inspiring.
“It was important for us to involve Ingrid, Ana, and Marsha—three strong women who dress for themselves and celebrate what makes them different,” Amazon Fashion Content Director Siobhan Mallen told Buzzfeed. “We created this campaign with the hope that it would help to empower women to wear what they like, and not feel limited by their perceived flaws.”
Fashion rules don’t matter. Confidence matters.
Check out the full campaign here.