TKMAXX x LINSEY: How We T(oo)K Over One Of The Netherlands’ Biggest Festival
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Some brand collaborations just click instantly.TK Maxx is one of those brands for me.
From Berlin during the European Championships to full festival weekends at Lowlands, we created content together that always felt playful, chaotic, creative and completely aligned with both our worlds.
THE CHALLENGE
TK Maxx wanted festival content that didn’t feel like traditional branded content. Not overly polished. Not forced. Not “holding products awkwardly while smiling at the camera.”
The content needed to feel entertaining first. And most importantly:
something their audience actually wanted to keep watching.
THE CONCEPT
One of the biggest highlights of our collaboration became our Lowlands festival takeover.
Together with my influencer-bestie Amanda van Effrink, a.k.a. Glitziegal, we spent the entire festival weekend creating a social media takeover for TKMaxx. Which basically turned us into: TK Maxx festival reporters.
We created multiple social-first formats during the weekend, all fully inspired by both festival culture and TK Maxx’s playful fashion identity.
The main format? How To TK Your Outfit To The Max.
THE CONTENT
Throughout the weekend, we interviewed festival visitors, creators and even well-known Dutch personalities about their outfits, style choices and festival looks.
Including somehow managing to spot and interview Saskia Noort in the middle of Lowlands chaos. The overall concept became: Linsey & Glitzie TK Lowlands.
And the energy of the content perfectly reflected what the audience loves online:
- fast-paced storytelling,
- fashion,
- humor,
- friendship dynamics,
- festival chaos
- and highly shareable moments.
THE CREATIVE APPROACH
What made this collaboration work so well was that TKMaxx trusted us creatively.
Instead of forcing strict scripts or polished campaigns, they allowed us to build formats that felt native to social media and authentic to our personalities.
Which is exactly how I always prefer to work with brands. Because the best branded content doesn’t feel like advertising. It feels like entertainment people naturally want to follow along with.
THE RESULTS
The content was shared across both our personal channels and TK Maxx’s platforms, creating a strong crossover between brand storytelling and creator-driven content.
And honestly, the collaboration became one of those projects that perfectly represents the type of partnerships I love most:
- creative freedom,
- strong concepts,
- internet-first storytelling
- and brands that truly understand culture.
Also… festival content is just way more fun when you get to do it with your bestie.
