RELAUNCHING TALLY WEIJL

BRINGING A TOTALLY NEW ATTITUDE TO AN HIGH STREET FASHION BRAND

Independently owned and founded by its female namesake, with 800 stores in 37 countries, Tally Weijl can be found in teenagers wardrobes and feeds across the world.

From “Totally Sexy” to totally empowering, we flipped the brand’s gaze with a complete overhaul, to relaunch as a different kind of provocative. One that celebrates our individuality as women - and has some fun with it on the way.

From brand ethos to tone of voice, from seasonal campaigns to social posts, we put women at the centre of every expression. A personal highlight for me was crewing up with an all femme team to celebrate International Women’s Day - in front of and behind the camera, screen and scenes.

Open magazine spread with article on the left page titled 'Now you're talking my language,' and a photo of a woman lying on the ground with arms outstretched on the right page.

Who says we have to have one identity anyways? An International Women’s Day campaign that celebrates us as the multifaceted, complicated, and diverse people we are.

Play With Yourselves

Colorful advertisement featuring five women in vibrant outfits against a bright backdrop, with the phrases "Own it" and "Own it" overlaid on two of the women. The women are posing with various expressions and accessories, showcasing fashion styles.
Storefront window with a poster of a woman wearing a denim dress with floral accents, holding a pink watering can. The poster is decorated with greenery and pink floral patterns, with text saying "Tally Weijl" and "keeping things fresh".
Three Instagram-style photo collages featuring young women in colorful, trendy outfits against vibrant backgrounds, over a pink floral and cherry print fabric background. Each collage has bold, playful text overlays.
A woman with long dark hair, wearing pink sunglasses, a sheer purple blouse, and floral shorts, holding a bowl of grapes and practicing chopsticks against a blue background.
Woman with long, curly hair wearing a patterned dress, writing in a pink notebook against a pink floral background.
A woman with long dark curly hair adorned with white flowers, standing against a green leafy background, holding a pink watering can in one hand and a small potted plant with pink flowers in the other, wearing a blue denim dress over a green top with white and pink floral patterns.

Rules are made to be eaten. A spring summer campaign that challenges women to do their own thing and rip up the rulebook.

Break the Boredom

Woman with long curly hair wearing pink glasses, pink top, pink pants, and black boots poses with one foot on a chair, holding a small white chair upside down overhead, all against a plain beige background.
A woman with wavy brown hair wearing a floral dress, black heeled boots, and jeans, standing in front of a red background with a broken television, a broken plate, and an overturned lamp, looking angry while holding a sledgehammer.
A woman with long dark curly hair standing on a white chair, wearing a black floral dress, pink tights, and black boots, against a plain beige background.
A woman with curly hair and colorful makeup lying on an ironing board, holding an iron to her ear, with her legs raised and wearing a sheer dotted top, a polka-dotted skirt, and black boots, against a retro patterned wallpaper background.

We’ve all got our own individual vibe - it’s what makes us unique. The secret? Our genes. Or our jeans. Either way we feel great in them. A denim campaign that celebrates our individuality, our jeans and loving the features we’re born with. Jeanious.

It’s in Your Jeans

Advertisement for Tally Weijl featuring two women wearing denim jeans and jackets, with promotional images showing one woman holding a magnifying glass to her eye and posing with a spoon and other playful accessories, promoting a collection celebrating individuality and style.
Two women embracing, smiling, with casual denim clothing and colorful makeup, standing against a plain background.
Online shopping webpage for jeans and clothing, featuring models wearing various outfits, with offers, prices, and product descriptions.

Spectacle Arts / Tally Weijl in-house studio / VICE: Virtue