• by Fern Siegel , June 22, 2026

TJ Maxx has just unveiled its new brand platform and integrated campaign — “Never Uniform. Always You.” — that celebrates female singularity. The retailer promotes fashion at value prices, because “originality should always be within reach.”

Four women headline the new work: actor-director “Office” star Mindy Kaling, Ilona Maher, American rugby player/Olympic medalist, singer Diana Ross and composer-pianist Chloe Flower.

Developed in partnership with Ogilvy, the campaign is supported by a multichannel media push across linear TV, streaming /digital video and social. PubJoy handled media.

“I’ve definitely felt pressure to tone it down or fit into one box, but I've learned that's not where the magic happens. That's what I love about TJ Maxx's ‘Never Uniform. Always You.’ It’s about celebrating individuality in a culture that can make us feel like we're all supposed to be the same,” said Maher. 

Flower echoed that sentiment: “You can only go so far as an artist trying to conform to something. You have to be true to yourself. ‘Never Uniform. Always You.’ resonates deeply because originality comes from having the courage to create your own path.”

There are 1,340 TJ Maxx stores in the U.S. The company is owned by TJX.

Ogilvy’s creative roster includes Clash Royale, Coca-Cola, KitKat and Volkswagen.