The Showroom by Elle x Tu

The shopping environment plays a hugely important role in our perception of fashion. Unfortunately for Tu, living in the aisles of a supermarket had created preconceptions about the brand’s offering that were damaging its potential. We set out to change this by taking Tu out of Sainsbury's altogether and putting it shoulder-to-shoulder with high-end fashion brands through an exclusive pop-up store in Soho, in partnership with Elle. The twist? We didn’t tell anyone it was Tu. Initially presented with no branding or labels before revealing that the clothes were all from Tu, we upended people’s preconceptions and showed them that Tu has a range of chic womenswear for every occasion.