American Apparel isn't the only retailer to break from the norm when it comes to advertising.
TK Maxx has announced it will use "real-life customers" to star in the Spring/Summer 2014 Me By Me campaign.
The discount store has picked eight UK shoppers to join 12 other people selected from across Europe to model pieces from the latest collection. The aim of this campaign? In a press release, the brand revealed it wanted to show "people are at their happiest and most confident when they are their true selves."
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