Amazon Fashion has unveiled a new social media initiative to urge people to be more supportive of others’ style choices and encourage individuality online.
The #SaySomethingNice campaign is backed by a number of top fashion bloggers and influencers across Europe including Susie Bubble; Samar Seraqui de Buttafoco and Hana Tajima.
They have posted a series of videos explaining how negative comments and attitudes on their style have affected them, in an attempt to raise awareness among Instagram and Twitter users.
Siobhan Mallen, content director of Amazon Fashion Europe, said she wanted to create something that reflects people’s desire for “style and personality to be accepted by others”.
“But who can honestly say that they’ve never made judgments or assumptions about someone based on what they’re wearing?” she added.
“Sadly, criticising and ridiculing people for what they wear, known as ‘outfit shaming’, is also becoming more common. 55% of women feel they have been judged on social media about their fashion choices.
“The #SaySomethingNice campaign aims to inspire all of us to challenge this behaviour and to proactively champion everyone’s right to wear whatever makes them happy without fear of ridicule or negativity.”