Women who Tweeted “I wish I could wear” were invited to star in a film directed by Rankin.
Amazon Fashion wanted to gain a reputation as the go-to fashion destination competing with the likes of ASOS, Net-A-Porter and Boohoo for awareness in an already crowded online marketplace. The idea of this campaign tapped into the self-critical messages women write about themselves online. “I wish I could wear a crop top without looking like a pregnant cow". Real women who tweeted “I wish I could wear...” were invited to star in a film directed by Rankin, wearing an outfit they never thought they could pull off.
