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"I Wish I Could Wear" Gives A Body-Positive Spin On Fashion

Stop wishing, start wearing.

Have you ever thought you shouldn't wear something you really love, simply because of someone else's opinion on your shape, height, or complexion?

tamaranitai / Via instagram.com

It's no wonder we're so unsure about this stuff, considering the way most media tries to manipulate women's insecurities — but the folks at Amazon Fashion Europe are hoping to change this with their new I Wish I Could Wear campaign, shot by Rankin.

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The retailer called in London Tall Girl blogger Marsha Campbell, plus-size activist Ana Pizarro, and Ingrid Behague Sockeel, a model with albinism, to help dispel the myth that women shouldn't wear whatever the hell they want.

amazonfashioneu / Via instagram.com

Marsha, Ana, and Ingrid star in the first part of the campaign, discussing well-worn style tropes, like how bright colors don't look good on pale skin, how tall women shouldn't wear heels, and how plus-size women don't belong in trendy clothes.

Amazon Fashion Europe / Via youtube.com
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Amazon Fashion Europe / Via youtube.com
Amazon Fashion Europe / Via youtube.com

But when each woman is fully revealed, it's obvious how ridiculous such notions are.

Amazon Fashion Europe / Via youtube.com
Amazon Fashion Europe / Via youtube.com
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Amazon Fashion Europe / Via youtube.com

The first set of models then partnered with Lauren, Natalie, and Fiona — three non-models found on Twitter — to show them how incredible they look when they choose to break the rules.

Amazon Fashion Europe / Via youtube.com
Amazon Fashion Europe / Via youtube.com
Amazon Fashion Europe / Via youtube.com

“We created this campaign with the hope that it would help to empower women to wear what they like, and not feel limited by their perceived flaws," Amazon Fashion Content Director Siobhan Mallen tells BuzzFeed Life.

"It was important for us to involve Ingrid, Ana and Marsha – three strong and stylish women who dress for themselves and celebrate what makes them different."
Courtesy Amazon Fashion Europe

"It was important for us to involve Ingrid, Ana and Marsha – three strong and stylish women who dress for themselves and celebrate what makes them different."

It's all about that confidence, baby.

amazonfashioneu / Via instagram.com
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