TK Maxx Casts Shoppers, Not Models, In Its New Campaign

TK Maxx Casts Shoppers, Not Models, In Its New Campaign

The store is the latest to embrace ageless beauty in its spring/summer advert...

TK Maxx has unveiled a very cool new series of ads for its spring/summer collection. Using real-life shoppers (they they scouted in store) rather than professional models, the Me. By Me. campaign aims to capture the 'wonderful things that makes us unique.'

Our favourites by far are 82-year-old Martin – seriously, how dapper is this gent? – and 62-year-old Olga, who is the most glamorous older lady we've seen in quite some time. We're just a little bit miffed that she looks so good in a swimsuit.

Martin for TK Maxx

TK Maxx are by no means the first brand to use people older than the usual 'model age' for a campaign. American Apparel did it earlier this year, and Marc Jacobs recently made the beautiful 64-year-old Jessica Lange the face of its new beauty campaign.

Olga in a swimsuit for TK Maxx

Ageless beauty – it's all the rage. And about time, too.

By Olivia Marks

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