Amazon makes being nice fashionable with new anti-judgment campaign

Amazon Fashion is aiming to inspire positive body attitudes with a new campaign called #SaySomethingNice.

In the face of online bullying and trolling, the retailer is encouraging people to be less judgmental of others' style choices and to celebrate individuality.

The campaign comprises a series of films that see fashion influencers such as Susie Bubble, Hana Tajima, Freddie Harrel, Camille Charriere and Clementine Desseaux discuss their own experiences of receiving negative comments online or judging others on their appearance. The bloggers will be using the hashtag #SaySomethingNice to offer compliments on social media.

Sharing OOTD (outfit of the day) posts has become increasingly popular on social media over the last few years. But Siobhan Mallen, Content Director, Amazon Fashion Europe, explains: "Sadly, criticizing and ridiculing people for what they wear, known as ‘outfit shaming', is also becoming more common with 55% of women feel they have been judged before on social media about their fashion choices."

She continues: "Our #SaySomethingNice campaign aims to inspire all of us to challenge this behavior and to proactively champion everyone's right to wear whatever makes them happy without fear of ridicule or negativity."

The #SaySomethingNice campaign videos can be viewed on Amazon Fashion's European YouTube, Facebook and Instagram channels.