Insight

Women fixate on their flaws.

To launch Amazon Fashion in Europe, we turned to Twitter to find out how women really feel about the fashion industry. To our surprise, we found thousands of self-critical tweets from women who felt “too fat”, “too pale”, or “too tall” to wear the clothes they loved.

Idea

Inspire women to
love their bodies.

We challenged 3 real women who tweeted “I wish I could wear…” to conquer their fashion fears by starring in a film directed by Rankin.

For inspiration, we also invited 3 style icons who turned their perceived flaws into their unique selling point: an albino model, a plus-size activist, and a fashion blogger called London Tall Girl.

Together, all three women conquered their greatest fear to wear the outfit of their dreams in a tear-jerking fashion film with a twist.

Impact

15.5 million views later.