Tesco’s fashion and homeware brand F&F has launched its latest summer collection campaign. The new edit highlights versatile wardrobe essentials designed for holidays and everyday summer style.
Created with BBH London, the campaign marks the second year of F&F’s ‘Style It Out’ platform. This season, the focus turns to summer travel and the unexpected moments that come with it.
Although holidays are often shown as picture-perfect escapes, F&F explores a more realistic side of travel. From airport delays to lost luggage, the campaign highlights how versatile clothing can make summer dressing easier.
F&F focuses on versatile summer fashion
The campaign follows a traveller who discovers her luggage has gone missing after arriving on holiday. However, she continues her trip with confidence thanks to a carefully chosen F&F outfit.
As a result, the campaign highlights one of summer fashion’s biggest trends: building a wardrobe around easy-to-style pieces. These versatile items can be worn in different ways across multiple occasions.
To bring the concept to life, F&F worked with fashion director duo Julia & Vincent. The pair are known for their cinematic approach and elevated visual style.
The campaign will appear across TV, outdoor advertising, digital platforms and social media. In addition, F&F will launch a summer activation featuring emergency holiday suitcases. Selected travellers will receive cases filled with pieces from the latest collection.
Affordable summer style from F&F
Rachel Nooney, Head of Brand and Marketing at F&F, said: “Summer holidays rarely go exactly to plan and we wanted to acknowledge the reality of travel in a way that feels relatable and entertaining. With F&F’s summer collection, we’re showing customers that versatile, stylish fashion can help them feel confident and prepared, whatever the journey throws at them.”
Felipe Serradourada Guimaraes, Chief Creative Officer at BBH London & Dublin, added: “We’re entering another year of ‘Style It Out’, with a more integrated campaign, not only in film but also as an activation, all with the single-minded insight of travel nightmares. Style out the chaos of summer.”
The F&F summer collection campaign launched during Britain’s Got Talent on ITV. It will run nationwide for six weeks across TV, print and online channels.
Overall, the latest collection continues F&F’s focus on affordable and wearable fashion. It offers customers simple summer pieces designed for holidays, daily outfits and everything in between.
