Tesco’s fashion line F&F has unveiled a new brand platform uniting the brand’s fashion collection with its newly rebranded home range.
The platform, titled ‘Style it Out’, was devised by creative agency BBH.
It aims to move away from traditional fashion tropes such as “style gives people confidence” to better reflect real life. According to the brand, “they can’t give people superpowers,” but they can give them the ability to face life’s challenges in style.
Shot by photographer and Emmy-award-winning filmmaker Alex Prager, the campaign blurs reality and artifice.
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Felipe Serradourada Guimarães, ECD at BBH, said: “I’ve always dreamt of working with Alex (Prager). I’ve had her book in my office for some time. So when she said yes I knew we had something special. When people of that caliber want to be part of a project you know the work is good.”
It will run across TV, video-on-demand, out-of-home, print, social media, radio and digital.
Essencemediacom handled media.
Rachel Nooney, interim marketing director of clothing and home at F&F said: “Bringing Home and Clothing together under the new F&F brand platform ‘Style It Out’ helps us to highlight the style and quality that is synonymous with the brand. The campaign brings real-life moments to the forefront in stunning vignettes that we hope many of our customers will relate to.”
