T.J.Maxx enlists stars for style campaign
This fall, T.J.Maxx is partnering with Erika Christensen and designer Jenn Rogien, who has made headlines for her wardrobe curations for hit TV series such as “Girls” and “Orange Is the New Black,” for a new ad campaign revolving around a woman’s style.
"Style is a powerful visual expression of a woman, her best traits and the aspects of her life that matter most to her. Each woman, just like every character, has her own story," said Rogien. "I'm fortunate enough to bring some truly memorable characters to life using their wardrobe as a visual storytelling element. That's why a store like T.J.Maxx is a great resource because they carry items that let every woman's personal style shine through, no matter what her storyline is."
Rogien shares some insights on how women can think about their style and best showcase who they are and what matters most to them.
Actress Erika Christensen, of the NBC TV show “Parenthood,” also shares her opinions on how women can use style to tell their stories.
"From Julia Braverman's pencil skirts as a lawyer or my own camping-friendly clothes to the beautiful, designer dresses for the red carpet, I love that fashion helps us be who we are and do what we do. No matter what facet of personality is being put to use at the moment, we can find perfect pieces that help us be ourselves at places like T.J. Maxx," said Christensen.
Last year, T.J.Maxx conducted a study showing that women are taking style into their own hands, with more than half (55%) interpreting trends to make them their own. It also found that personal style impacts more than just how women look, with the majority (91%) of women agreeing with the statement "when I look good, I feel good." The findings were validated this spring when T.J.Maxx conducted a live fashion experiment that further revealed how women use fashion to express their best self throughout their lifetime, confirming that they are not limited by trends or confined by style profiles, according to the company.