A lot of times campaigns come out and you never really know if they are walking the walk, and if the goal is to be inclusive or just to throw in some diversity here and there so that they don’t get any backlash. And in the fashion world particularly, there is so much judgement and overall harsh feelings about brands and people that sometimes that it can all start to feel a bit disappointing.
However, when I watched Amazon Europe’s latest campaign today, I actually felt a renewed spirit of hope that maybe just maybe things would start to turn around in a positive direction. Maybe designers would start being more inclusive of sizes, maybe designers would start thinking of women of color when they create ‘nude’ pieces, maybe there would be more of an overall consideration of real women. Who knows if those things are possible in my lifetime, but hearing statistics like, “Instagram alone has more than 82 million #OOTD posts. Sadly, criticizing and ridiculing people for what they wear, known as ‘outfit shaming’, is also becoming more common. 55 percent of women feel they have been judged before on social media about their fashion choices.”
The campaign features fashionable women like Susie Lau, Camille Charriere, Samar Seraqui de Buttafoco, Masha Sedgwick, Freddie Harrel, Gala Gonzalez, Clementine Desseaux and Hana Tajima. The overall goal of the campaign is to ‘turn judgements into compliments’, hitting home with bloggers like Susie Lau confessing that people have called her “clown, clown, clown, ugly, fat” and replied, “their judgement does not change the way I dress, clearly.”
More and more body positive campaigns are popping up recently—Denise Bidot’s ‘There’s No Wrong Way To Be A Woman’, #HereIAm and maybe there will come a time that we will have more nice things to say instead of having to call people out and educate them on their ignorance towards women. Watch the video below and tell us your favorite part.