This summer, as the phenomenon of #twinning reaches an all-time high, when you can be sure of wearing the same outfit as someone else at work, social events, weddings or even family occasions, TK Maxx is celebrating unique personal style with #MaxximumStyle, engaging with fashion psychologist Professor Carolyn Mair to explore the empowerment potential of individual personal style and to share top tips in developing your own personal style.

With over 5 million posts tagged with #twinning on Instagram at any given time, TK Maxx, the home of the delightfully different, is championing individuality in the face of this phenomenon. Speaking on the rise of #twinning and a more homogenous style across the board, Professor Carolyn Mair said, “Driven by social media, an ever-increasing interest in the world of celebrity and entire industries mimicking celebrity fashion, it is no wonder that a herd mentality has emerged when it comes to fashion. As this develops, individual style is sacrificed and with that, all of the potential it holds.”

In response to the #twinning phenomenon, Professor Carolyn Mair has shared these three top tips to discovering your own personal style and enjoying all the empowerment benefits:

1.    Clothing allows us to negotiate our identity; to change the way others see us in a particular context. If you want to feel more confident for a special occasion, choose clothing that fits well and allows you to create a narrative around it. Will you feel great walking across a crowded room in it. Will wearing it boost your confidence? Feeling good in what we wear shows in our posture, our mannerisms, voice and general behaviour. Wearing clothing that boosts our confidence can also improve our interactions with others.

2.    First impressions count! We form opinions about a person’s characteristics in under a second based on their appearance alone so when you’re shopping for a fashion item, it’s a good idea to consider how you’d like to be judged by others. Try on items that are not what you usually buy. For example, patterns rather than plains; a dress instead of jeans; colour instead of black, navy or grey. You’ll be surprised to discover how wearing something different can make you feel, to say nothing of how it will make you look.  

3.    Sometimes I am an extrovert, at other times I prefer to be lost in my own thoughts. Sometimes I’m cautious, other times I’m ready to step out of my comfort zone…and at all times, emotion exerts a strong force. This combination of characteristics makes me who I am. My clothing needs to reflect my personality: it needs to be varied so I can present my best self in any context. 

Leading the #MaxximumStyle initiative, three Irish personalities with standout personal style gave their thoughts on how they discovered their own style and what it means to them.

Stylist and Creative Director Courtney Smith experimented with personal style from a young age, ‘I think showcasing your personality through your clothing is the best form of self-expression and it’s so important to be individual and true to yourself.’

Creative and Designer Jake McCabe has integrated his personal style into every aspect of his life, ‘Dressing well is an exercise in creativity, confidence and motivation for me. I’m 5’5" on a good day so I like to create a presence with bright colours and statement pieces.’

Stylist Cathy O’Connor is firm in her belief of style over fashion, ‘Clothes are all about self-expression, so rather than being a diluted version of someone else, here's to being the best possible version of yourself.”

TK Maxx is Ireland’s leading off-price apparel and homeware retailer selling a huge assortment of designer labels, top brands, must-have pieces, stylish fashion and one-off gems, at up to 60% off the RRP. 

With over 25 stores across Ireland, shoppers can find their own #MaxximumStyle in TK Maxx.

Share your own #MaxximumStyle at www.facebook.com/tkmaxxIE or www.twitter.com/tkmaxx_ie. 

For more information and store locations, visit www.tkmaxx.ie.