TK Maxx Picks Real Shoppers To Model For Its New Campaign

The fashion retailer has taken the real-people models trend to a whole new level

TK Maxx real people models, Me.By.Me campaign
TK Maxx real people models, Me.By.Me campaign
(Image credit: TK Maxx)
By Ali Gray
published

The fashion retailer has taken the real-people models trend to a whole new level

TK Maxx knows how to show customer appreciation!

Instead of featuring wispy, perfect-looking models in its latest campaign, the fashion retailer is putting the spotlight on real people. But while several brands are showing a more diverse type of model recently, TK Maxx is taking it one step further.

The brains behind the Me.By.Me. campaign actually scouted real-life shoppers at TK Maxx stores across the UK.

TK Maxx real people models, Me.By.Me campaign

TK Maxx real people models, Me.By.Me campaign
(Image credit: TK Maxx)

'The campaign centres around the insight that people are at their happiest and most confident when they are their true selves,' says a statement from the brand. 'It aims to inspire shoppers to unlock their individuality and celebrate their own individual sense of style.'

So who did they discover stocking up on discount fashion finds?

They chose eight models in total, who range in age from 25 to 82 years old.

TK Maxx real people models, Me.By.Me campaign

TK Maxx real people models, Me.By.Me campaign
(Image credit: TK Maxx)

Their 62-year-old beauty, Olga, bravely models a swimsuit in one shot - while 82-year-old Martin proudly shows off his printed tie in another.

We can only imagine how these people reacted when their casual shopping excursion suddenly turned into a modelling career.

That's it, then. We'll definitely be getting that blowout before our next trip to raid the racks...

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Ali Gray
Ali Gray is an award-winning content director and digital strategist. Most recently she was the Director of Branded Content at Hearst, and helped to bridge the gap between the editorial and commercial worlds working across all Hearst brands, including ELLE, Cosmopolitan, Esquire and Harper's Bazaar. Prior to that she worked as an editor contributing to several brands such as The Telegraph, iVillage UK. 
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