Society is full of expectations - especially for young women. And in the past, hardly any other industry has shaped social stereotypes as much as the fashion industry. With its new campaign "Totally me. #fuckexpectations", fashion brand Tally Wejl wants to motivate young women to rebel against these expectations. And not to let anyone tell them what to do, what to say or what to wear.

With the launch of its first major campaign in ten years, Tally Wejl wants to redefine itself. For the fashion brand, the new direction as a Gen-Z brand is a highlight in a very tough Corona year for retailers.

The campaign has been on posters in Zurich and Basel since Tuesday, as well as online in Switzerland, Germany, France, Italy, Austria and Poland.

Responsible at Tally Weijl: Lara Gruering (Director of Brand Management). Conception, creation and realization: Rod Communication. Photographer: Dan Cermak. Lithography: Blue Horizon. Producer: Team Turmoil.

The Swedish supermodel and tally girl Alice Kastrup shows her most beautiful smile in the pink bubble sea, according to a press release. She reveals what the girls want this spring - simply fun. The pictures by photographer duo Sofia & Mauro have already appeared on the covers of Numero, L'Officiel and Vogue magazines.