# Fashion Confidence Campaigns Amazon Fashion Encourages Women to Embrace Their Beauty Differences By Cadhla Gray | Published 2015-11-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/confidence-campaign References: [brandchannel](http://brandchannel.com/2015/11/12/amazon-fashion-111215/) & [twitter](https://twitter.com/hashtag/iwishicouldwear) Following similar beauty confidence campaigns like those by [Dove](https://www.trendhunter.com/trends/the-code), [Amazon](https://www.trendhunter.com/trends/amazon-fashion-europe) 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. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 29% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Body Positive Fashion:** The #IWishICouldWear campaign highlights the need for fashion that celebrates and embraces all body types and beauty differences. - **Inclusive Branding:** Fashion brands can benefit from promoting inclusivity and diversity in their marketing campaigns to cater to a wider audience. - **Empowerment Marketing:** Empowering women through confidence campaigns can be a powerful marketing strategy, fostering a deeper connection with consumers. ### Who This Affects Most - **Fashion and Apparel:** The fashion industry can tap into the growing demand for body-positive clothing and inclusive fashion options. - **Beauty and Personal Care:** Beauty brands can align their messaging with body positivity and confidence to appeal to a diverse range of consumers. - **E-commerce and Retail:** Online retailers, like Amazon Fashion, can leverage confidence campaigns to drive sales and attract customers to their platforms. ## Related on Trend Hunter - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md) - [Story-Focused Empowerment Campaigns](https://www.trendhunter.com/trends/shyaway.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [Body Confidence Coaching Programs](https://www.trendhunter.com/trends/body-confident-sport.md)