Tesco's F&F Unveils Autumn Winter Collection in New Campaign from BBH

Tesco's F&F Clothing just launched a cinematic campaign introducing its Autumn Winter '24 collection.

Made together with global creative agency BBH London, the latest initiative from the Tesco brand is marked by a 30-second film directed by Amber Grace Johnson, who previously directed spots from Armani Si and Savage X Fenty by Rihanna. 

The advert features pieces from the new AW collection styled by women nonchalantly bracing through the season's weather in the office.

It comes as part of the fashion brand's "Makes Fashion Sense" brand platform first launched last year. 

 

 

 

 

 

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F&F CEO Jan Marchant shares the idea behind the campaign, saying there's no need to be sad over the end of summer "when it means finding your new favorite pieces from our Autumn Winter range."

BBH London copywriter Charlie Pendarves expounds on the creation of the spot, pointing out that putting together a "chaotic storm" while maintaining aspects of a beautiful fashion film was a fun challenge. 

Pendarves also praises the team for nailing the spot "in true F&F style and grace."

F&F's brand marketing strategy plays a huge role in widening its audience and staying relevant in the highly competitive fashion industry.

By positioning itself as a fashion-forward brand with unique styles, it gets consumers to embrace the each season with brand-new pieces from F&F.

A Fashion Storm

Set to the tune of Richard Hawley’s "There’s A Storm A Comin,'" the advert kicks off with a woman on her work desk as a sudden gust of wind disrupts the office. 

With leaves and papers flying all over the office space, the woman braves through the conditions, like strutting down a catwalk in her red sweater. 

As she reaches the hallways, she dons the new F&F coat, which matches her red layer perfectly.

 

 

 

 

 

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While the entire office panics over the windstorm, the lady remains unfazed and confident.

The spot ends with her entering the elevator, as autumn leaves float in the air. 

"Makes fashion sense," the screen reads, as the spot ends. 

As the season changes, more brands are launching their new collections. Recently, Marks & Spencer also unveiled its new autumn line with a campaign from agency Mother.

Editing by Katherine 'Makkie' Maclang