31/08/2015 12:03 PM AEST | Updated 15/07/2016 12:51 PM AEST

'Today I Am' Campaign Encourages Women To Embrace Their Bodies

Matt Sayles/Invision/AP
Kelly Osbourne arrives at the MTV Video Music Awards at the Microsoft Theater on Sunday, Aug. 30, 2015, in Los Angeles. (Photo by Matt Sayles/Invision/AP)

“I like to live by the rule I am who I am. I’ve realised that no matter how hard I try, no matter how many wishes I make, I’m never going to wake up and be someone else.”

These are the words of Kelly Osbourne, spoken as part of a new campaign, ‘Today I Am.’

Launched by Scentre Group -- the owner and operator of Westfield shopping centres in Australia and New Zealand -- 'Today I Am' encourages women to embrace themselves for who they are. The campaign coincides with the launch of the Spring Summer 2015 (SS15) fashion season.

'Today I Am' is also fronted by fellow Westfield Style Ambassador Lara Worthington, and will see both Worthington and Osbourne appear in short films exploring beauty and fashion, using their own experiences as narrative. Osbourne’s film is already live, with Worthington’s to follow later in the year.

In a statement released to the media, Osbourne said “It’s important to have the confidence to wear what you want to wear and feel empowered to let your fashion choices evolve with your personal style. For me, ‘Today I Am’ enables individuals to be who they want to be. It’s been an honour to be a part of a campaign which speaks to the restless nature of fashion and gives the freedom to individuals to define who they are in the moment the way they want to.”

The campaign will also showcase new looks from Australian and international designers such as Carla Zampatti, Sportscraft, Cue, Wanted Shoes, Country Road, Swarovski, MAC and Aveda.

For further #TodayIAm fashion, Westfield has curated seven collections to give shoppers #TodayIAm style inspiration, including Today, I Am: Fearless, Today, I Am: Natural and Today, I Am: Free Spirited. There is also a collection aimed at men, Today, I Am: Rebellious.

To view the extended #TodayIAm short films follow @WestfieldAU on Twitter.