Amazon Fashion launches #saysomethingnice social campaign

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