T.J.Maxx conducts live fashion experiment

Leading off-price retailer T.J.Maxx has partnered with developmental and fashion psychologist Professor Karen Pine to conduct a live fashion experiment.

The experiment shows how women use fashion to make themselves feel proud, empowered and happy.

Last year, T.J.Maxx conducted a study that found that women aren't fashion victims but rather control fashion as a tool to express their personalities (77%) and individuality (74%).

"As environment and expectations come into play, whether it's starting high school or landing that first job, our best self continues to change and the way we use fashion changes with it," said Professor Pine. "Places like T.J.Maxx provide women with those incredible pieces that allow them to stay true to who they are every step of the way."

T.J.Maxx has also partnered with actress and blogger Jamie Chung to understand how she uses fashion to express her best self both on and off the red carpet, providing women with tips and inspiration to do the same.

"My best self continues to evolve over time but my fashion choices always stay true to who I am, which is why the live experiment findings really resonated with me," said Chung. "Whether experimenting with the latest trends during my teenage years or turning to quality designer pieces to show off my more refined style today, I've always turned to place like T.J.Maxx to find those pieces that are truly me."   

T.J.Maxx invited women in four key developmental age groups to have free fashion reign to select the pieces that express their best self to the world. Professor Pine and a team of researchers observed the sessions to understand each group's varying approach and uncover the below key stages.



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