For almost 100 years, TOUS has been an ambassador for tenderness, encouraging people to find their own way to express their feelings. In their latest campaign, ‘Stay Tender’ by LOLA MullenLowe, the brand shifts away from preconceived notions and invites us to express tenderness however we feel it.

Emma Roberts stars as the heart and soul of TOUS, bringing a modern, smart and relatable image that is intrinsic to the brand values. The film is directed by Diana Kunst who has an impressive reel of work featuring big names like A$AP Rocky, FKA Twigs and Rosalía. Her signature style uses body language, and self-expression to create unique atmospheres that are effortlessly cool.

With this campaign, TOUS calls on people everywhere to express their tender feelings without worrying about how, where or with whom.