Amazon Fashion launches #saysomethingnice social campaign
Amazon Fashion has unveiled a new social media campaign in collaboration with leading style bloggers to urge people to compliment each other on their style and stop judging people based on their clothes and body shape. The #saysomethingnice campaign went live today (23 June).
In a Youtube video, which has deliberate low production values to give a more intimate feel, Susie Bubble, Gala Gonzalez, Freddie Harrel, Hana Tajima, Samar Seraqui de Buttafoco, Masha Sedgwick, Clementine Desseaux, and Camille Charriere all tell their personal stories about times they have been criticised and "shamed" on social media for their outfit choices and bodies. It ends with them all pledging not to judge others.
“Fashion sharing is at an all time high on social media”, said Amazon Fashion Europe content director Siobhan Mallen. “Instagram alone has more than 82 million #OOTD (outfit of the day) posts. Sadly, criticising and ridiculing people for what they wear, known as ‘outfit shaming’, is also becoming more common. 55% of women feel they have been judged before on social media about their fashion choices.”
The campaign was created by agency Deep Focus London.
