Following similar beauty confidence campaigns like those by Dove, Amazon Fashion has launched the #IWishICouldWear campaign. The overall message of the campaign is that fashion is "independent of skin color, weight and height."
It includes videos involving a plus-size activist, a tall fashion blogger and an albino model to show their struggles in choosing fashion that "suits" their bodies. Each woman has a different item they wish they could wear but feel they can't because of their bodies or looks. Tight clothes, heels and bright colors are all things that fall in these categories. The ads show the women in spectacular outfits in each of these fashion categories, looking beautiful.
The confidence campaign aims to empower women as well as bring business to the recently expanded 'Fashion' section of the Amazon site.