In a powerful new marketing campaign, the discount chain lets store shoppers share personal stories through video-enabled changing room mirrors to inspire and boost confidence

Changing rooms are typically personal spaces, and for good reason. But T.J.Maxx is changing this dynamic with a fitting room designed to allow women to share personal stories of growth and self-love using a special mirror.

T.J.Maxx's program, aptly dubbed The Changing Room, honored the personal journeys of women with an immersive, interactive experience around individuality and change. In front of interactive mirrors that both record and display video—which took a New York City location for three days and will travel to eight stores nationwide—women both listen to the accounts of others and shared their own thoughts.

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