Amazon Fashion has unveiled a new social media campaign in collaboration
with a number of style bloggers to urge people to #saysomethingnice about
other people’s style choices and stop judging people based on their clothes
and body shape.
The #saysomethingnice campaign features leading bloggers including Susie
Lau, Gala Gonzalez, Freddie Harrel, Hana Tajima, Samar Seraqui de
Buttafoco, Masha Sedgwick, Clementine Desseaux, and Camille Charriere, who
all tell their personal stories of when they have been “shamed” on social
media for their outfits and bodies.
With top UK blogger Susie Lau from Style Bubble saying in the video that
she has been called a clown, ugly, and fat.
In addition, each blogger also admits to times they’ve judged someone
else for their choices, and their vows to change that in favour of saying
something nice.
Aiming to promote positivity in the fashion industry and to stop social
media trolling, at the end of the video they all pledge to
#saysomethingnice by turning negative judgements into compliments.
“Fashion sharing is at an all-time high on social media,” said Amazon
Fashion Europe content director Siobhan Mallen. “Instagram alone has more
than 82 million #OOTD (outfit of the day) posts. Sadly, criticising and
ridiculing people for what they wear, known as ‘outfit shaming,’ is also
becoming more common. 55 percent of women feel they have been judged before
on social media about their fashion choices.”
Images: Screenshots from Amazon #saysomethingnice Video