TK Maxx has launched its newest fashion campaign which features British actress, Gwendoline Christie, TV presenter, Laura Whitmore, TV presenter, Ore Oduba, celebrity models, Lisa Snowdon, Toby Huntington-Whiteley and Daphne Selfe, and blogging influencers, Tess Ward and Jim Chapman.
The Give Up Clothes For Good advertising campaign raises vital funds for Cancer Research UK, with clothes donated sold in Cancer Research stores around the UK.
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Commenting on the celebrity-led brand campaign, Louise Greenlees, President of TJX Europe says, "We are so very proud to be supporting Cancer Research UK Kids & Teens’ work to help beat children’s cancers. With the help of the incredible generosity of our employees and customers, we have collected over one million bags of donated clothing and raised over £30 million for the charity. Just incredible. We hope everyone will dig deep into their wardrobes this September to support Cancer Research UK Kids & Teens and Childhood Cancer Awareness Month and donate all their unwanted items again this year."
Last month it was reported that TK Maxx had surpassed £30 million in funds raised for Cancer Research UK since it launched its fashion initiative in 2004.
The annual campaign has previously been boosted by the celebrity power of Benedict Cumberbatch, Charlie Hunnam and Jerry Hall.