Tesco's F&F Whips Up a Storm for Autumn Winter 2024 Collection

F&F, the Tesco-owned clothing brand, is highlighting the arrival of its Autumn Winter 2024 collection in a new campaign by BBH London.

The latest iteration in F&F Makes Fashion Sense platform kicks off with ‘Gail Force’, a 30-second film driven by the insight that we ask a lot of our clothes during the Autumn season, as they deliver on style and flex to every situation.

It features key pieces from the new AW collection and follows our heroine, who reacts with nonchalance to a windstorm sweeping through the office.

While others scramble amidst the windy conditions, causing paper to fly and plants to topple, our hero manages to slip her floor length F&F coat over her luxurious, red jumper and confidently struts down the corridor to the lift like a model on a catwalk. As the doors close, the film ends with the line: “Designed for the great outdoors…and indoors. F&F makes fashion sense.”

The film’s cinematic high-fashion vibe is courtesy of director Amber Grace-Johnson, whose previous work includes campaigns for Armani Si with Cate Blanchett and Savage X Fenty by Rihanna. It is set to Richard Hawley’s brooding track There’s A Storm A Comin’.

The campaign breaks on September 16th, running for one month across TV, social, OOH, print and digital.

Jan Marchant, CEO at F&F said, “There is no need to be sad that Summer is over when it means finding your new favourite pieces from our Autumn Winter range. We know the importance of finding something stylish, comfortable and versatile in an ever changing, unpredictable season and this latest campaign truly brings that to life.”

Charlie Pendarves, copywriter at BBH said, “We knew that creating a chaotic storm in an office, while maintaining all the hallmarks of a beautiful fashion film, was going to be a fun challenge, and the team nailed it in true F&F style and grace.”