Our idea tapped into the way women talk about themselves online.

“I wish I could wear a crop top without looking like a pregnant cow”

“I wish I could wear heels without looking like the Eiffel Tower”

“I wish I could wear shorts but I would blind everyone with my pale legs”

Women said “I wish I could wear” and we said, “you can”. We found three real women who tweeted about their body insecurities, inviting them to star in a film, wearing the outfit they never thought they could pull off.

To help them do it, each woman was styled by an influencer who had overcome the same issues they faced. Our influencers: a plus-size activist, a fashion blogger also known as ‘London Tall Girl’, and an albino model, all helped these three women to wear their dream outfit and conquer their fears.

We launched Amazon Fashion across 5 markets: UK, Italy, Germany, France and Spain.

Three hub films and the hero film, featuring our influencers and 'real women' from Twitter launched simultaneously on YouTube, Facebook and Instagram in October 2015 for a month.

Media was bought across all channels, as well as on the Amazon Fashion site.

It was supported by influencers involved in the film, who also tweeted the campaign and talked about it through their social channels.

“‘I Wish I Could Wear’ is a lesson in body confidence” – Huffington Post

“One of the most self love-inspiring projects to come out this year” – Bustle

“This film basically says ‘wear what you want’ and it’s excellent” – Cosmopolitan

“Amazon Fashion seems set on becoming a go-to destination for fashion” – Yahoo Style

• 15.5 million video views

• 878% increase in brand awareness

• Reached 22 million women on Facebook

• Sparked thousands of online conversations about body confidence

• Brand credibility increased (+32 Net Sentiment Score)

• Featured on national television

• Most importantly we encouraged women to wear what they want

“Dear Amazon Fashion. Your ‘I wish I could wear’ campaign is awesome.

Sincerely, a curvy and confident.” – Analia Moscoso

“Thank you for the @AmazonFashion advert. I wore my heels on Tuesday and embraced the stares. #tallgirlscanwearheelstoo” – Kara McNamara

“To tight or not to tights…I needed this today!” – Kate Ross