Be You

With 8 million customers and annual sales of £1bn, Tu is the UK’s 6th largest clothing retailer by volume covering womenswear, menswear and kids wear, we were tasked with establishing Tu as a destination brand in its own right.

The campaign introduces a new brand proposition and creative direction that challenges the traditional codes of high street fashion brands.

Titled ‘Be You’ the new brand platform is based on the philosophy that fashion isn’t the most important thing in your life – but it can give you confidence, change how you see yourself and make you feel good. It’s designed to empower customers to be themselves and express their unique individuality through the clothes they wear.

To bring this idea to life, we waved goodbye to the conventions of traditional fashion campaigns – using real people instead of fashion models, captured in recognisable British locations instead of exotic destinations, and featuring people of different ages, sizes and backgrounds. The end result is an uplifting and celebratory body of work.