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Amazon Fashion's digital campaign by DF London empowered women to celebrate their differences. The campaign, directed by award-winning photographer and videographer Rankin, quickly went viral with over 22 million views and covered across the national press.
The series of short films, titled 'I Wish I Could Wear', show women empowering each other to have the confidence to wear anything they want. The films feature Albino model, Ingrid; plus-size activist, Ana and fashion blogger, Marsha aka London Tall Girl who have all publically overcome body insecurities.
The campaign surpassed its target by 212% and its viewing retention rate beat the YouTube average by 9%.
The drive follows Amazon Fashion's campaign featuring Suki Waterhouse, which encouraged customers to celebrate their own personal style.