“Fashion sharing is at an all time high on social media”, said Siobhan Mallen, Content Director, Amazon Fashion Europe. “Instagram alone has more than 82 million #OOTD (outfit of the day) posts1. 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.2”
Amazon’s #SaySomethingNice campaign launches with a series of films featuring fashion influencers Susie Bubble, Samar Seraqui de Buttafoco, Hana Tajima, Masha Sedgwick, Freddie Harrel, Camille Charriere, Gala Gonzalez, and Clementine Desseaux. The influencers recall times when they’ve been criticised on social media for their style choices and talk about how the negative comments impacted them. They also admit to occasions when they have judged others because of the way they look. The bloggers pledge to turn their future judgments into compliments on social media, using the hashtag #SaySomethingNice.
“We all want our style and personality to be accepted by others, but who can honestly say that they’ve never made judgments or assumptions about someone based on what they’re wearing?” said Siobhan Mallen, Content Director, Amazon Fashion Europe. “The #SaySomethingNice campaign aims to inspire all of us to challenge this behavior and to proactively champion everyone’s right to wear whatever makes them happy without fear of ridicule or negativity.”
This latest campaign from Amazon Fashion follows the success of its online film series shot by renowned photographer Rankin called ‘I Wish I Could Wear’ which has had more than five million views since it launched in November 20153. The films feature an Albino model, a plus-size activist, and fashion blogger London Tall Girl, showing their support for three everyday women who had posted messages on social media about their insecurities with their weight, height, and skin colour.
The #SaySomethingNice campaign videos can be viewed on Amazon Fashion’s European YouTube, Facebook and Instagram channels. To get involved in the campaign, compliment someone on their style via social media using the hashtag #SaySomethingNice.