F&F’s new Autumn/Winter campaign with BBH London lands right where shoppers live…literally. Directed by Alex Prager, Style It Out captures those all-too-familiar everyday mishaps: a leaky ceiling, a stalled lift, a car on the blink, kids wreaking havoc with crayons.

The work feels sharp because it doesn’t polish over real life. Instead, it finds style in the middle of the chaos. The clothes are fashionable but grounded, the styling cinematic yet recognisable. It’s witty, confident, and rooted in reality, exactly the tone a supermarket fashion brand needs if it wants to be taken seriously by style-conscious shoppers.

Why it works

Relatability – People see themselves in these moments, which builds instant connection.

Tone – The humour is dry, the visuals are elevated, but it never tips into parody. That balance makes it memorable.

Positioning – By showing clothes that work in the unpredictable moments of daily life, F&F edges closer to high street fashion territory while keeping its supermarket accessibility.

Consistency – The campaign stretches seamlessly across TV, outdoor, print, social, and digital, so the idea feels everywhere without losing clarity.

For retailers, the lesson is simple: lean into the reality your customers actually live, not the fantasy you wish they did. Authenticity is more powerful than perfection, especially when it comes wrapped in a strong creative idea.