Amazon ad shows size, shape and skin colour have nothing to do with style

Nov 16, 2015 at 2:20 p.m. ET
Image: Hero Images/Getty Images

Any woman who has ever thought, "I wish I could wear that but I can't" will relate to the new ad campaign from Amazon Fashion. So basically that's, um, every woman?

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Even the most body confident amongst us have moments when we wish our boobs were bigger, our legs were longer, our skin was darker. Or our boobs were smaller, our legs were shorter, our skin was paler. This wanting-what-I-don't-have attitude is only encouraged by fashion mags which run features telling us how to — and, crucially, how not to — dress for our body shape, our age, our skin tone, our hair colour…

Isn't life too short? Shouldn't we just wear whatever the hell we like, even if our knees are too old for that mini skirt or our skin is the wrong shade for that bright red dress?

That's precisely the message we're taking from the new ad campaign from Amazon Fashion. "I Wish I Could Wear" was shot by Rankin and features six women (three models and three non-models) wearing clothes they always wished they could wear but didn't.

Like Natalie, who said, "I wish I could wear trendy clothes without looking like I'm still pregnant."

Amazon Fashion campaign I Wish I Could Wear
Image: Amazon Fashion Europe

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And Fiona, who said, "I wish I could wear high heels without worrying about my height."

Amazon Fashion campaign I Wish I Could Wear
Image: Amazon Fashion Europe

Amazon says they want the "I Wish I Could Wear" campaign to show that "style doesn't depend on your weight, your height or the colour of the skin." Watch the advert in full below — and remember this the next time you talk yourself out of buying that amazing top because it's not the "right" material for your body shape.

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