NEW YORK — The most recent viral sensation is the new Amazon fashion collection.
The New York City-based retailer announced Tuesday that it will be launching a new collection of designer jeans at its retail locations on Nov. 25.
It was launched with a message of empowerment, but the line quickly caught fire and has garnered the attention of many celebrities and the internet.
Amazon CEO Jeff Bezos announced the collection of jeans during an event in New York in which he called out the fashion industry for its “silent complicity” in the mass murder of thousands of civilians in Aleppo, Syria.
“I know what you’re going through.
You’ve been through this,” Bezos said to a room full of executives, many of whom were wearing shirts emblazoned with the hashtag #AleppoIsAVictory.
The message was quickly shared by celebrities like Ellen DeGeneres and Kate Upton, who both tweeted about their own struggles to survive in Syria and have been inspired to wear their own creations.
“The truth is, people in this industry are complicit in these horrible atrocities,” said Upton, whose Instagram photo of herself wearing a pair of jeans was shared more than 1 million times.
After news broke of the collection, the hashtag trended on Twitter with users commenting on the garment and wondering why the company didn’t launch a similar campaign in the U.S. “Amazon’s new #Jersey is just the latest in a long line of failed #WarGames,” tweeted the social media celebrity @miketaylor.
On the other side of the world, the New York Times has launched an investigation into the fashion labels behind the hashtag campaign.
In an article posted on Tuesday, the newspaper called on the fashion houses to step up their efforts to create a “more just world” by “promoting sustainable fashion and the ethical use of materials.”
“I believe the fashion world can play a critical role in the world,” Times senior fashion editor Michael Breen said.
Some celebrities also took to Twitter to voice their support for the new collection.
“I love the new @AmazonJersey.
Theres nothing better than a new pair of chinos,” said comedian and actor Will Ferrell.
A few days ago, I had the chance to buy a pair @AmazonJermands jeans in NYC.
I thought I would never wear them again, but I was wrong.
#JerseysForAll pic.twitter.com/1QbTlWjYjN — Will Ferrel (@Will_Ferrel) November 27, 2018 “It was an inspiring experience to see the brand embracing its global community and taking a stand against the senseless murder of civilians by ISIS, but its a reminder that we need to take action to prevent this in the future,” said Ferrell, who had previously donated $1 million to charity in the fight against ISIS.
“We must stop the genocide of the Yazidis, the genocide against women, the genocidal attack against the LGBT community, the rape of girls, the sexual enslavement of children, and the torture of women and girls.
These are the most vulnerable among us and we must not allow them to go unpunished,” he continued.
The hashtag campaign also caught the attention from actress and comedian Rosario Dawson, who tweeted, “I’m a proud #jersey supporter and I’m proud to be an #American.”
Amazon is the latest fashion brand to announce a new line of apparel featuring a message about “the empowerment of women.”
Last year, fashion designer Sophie Scholl announced a new clothing line featuring a graphic that called for “a more just world,” which she said “is an important message to instill in all women.”
The #JerseesForAll hashtag, along with the other viral campaign, has also drawn support from other fashion brands like Dolce & Gabbana and Gucci.