Amazon’s fashion ambitions gather speed as it taps Rankin for digital campaign

Amazon is hoping an association with celebrated fashion photographer and videographer Rankin will help put it on the fashion map as it releases a new digital campaign aimed at empowering women.

The series of short films titled ‘I Wish I Could Wear That’, created in conjunction with DF London, shows women empowering each other to have the confidence to wear anything they want.

The films feature Ingrid, an Albino model, Ana, a plus-size activist, and fashion blogger Marsha, aka London Tall Girl, paired with three everyday women who had posted messages on social media about their insecurities with their weight, height, and skin colour.

The women, called Fiona, Lauren and Natalie, are featured in the campaign to represent a large number of females who take to social platforms to voice their wish to wear certain clothes but are afraid because of body confidence issues.

The campaign follows Amazon Fashion’s recent collaboration with model Suki Waterhouse as the face of its AW15 clothing campaign.

In July the shopping giant opened a new photography studio in Shoreditch to boost its clothing inventory by pushing sales of its own products and aiding third parties to up sales on its marketplace.

The ‘I Wish I Could Wear’ campaign can be viewed on Amazon Fashion’s European social media platforms, YouTube and Facebook.

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