TJ Maxx | Don’t Tell Us How to Lookbook

All our lives women have been plagued by rules and expecations about how to look. Look like a lady! Look professional! Look appropriate! Look your age! Whatever that all means? Don’t Tell Us How to Lookbook is TJ Maxx’s first ever lookbook championing women’s unrestricted self expression —judgements, expectations, and rules be damned.

We enlisted celebs and everyday badasses who have taken a stand through their style, outfitted them in TJ Maxx, and celebrated their stories in physical and digital editions of the lookbook.

An interactive and immersive online experience offers an in-depth look at our products, our models, and their stories. Hover and click through to watch interviews and hear how our women have challenged expectations about how to look.

We shared our women’s stories on social to prompt everyone to join the converstaion about the freedom of self expression with the hashtag #DontTellMeHowToLook.