F&F says BBH was looking to move away from the category tropes that style gave people confidence to better reflect the realities of life for their consumers. The truth, F&F can't give people magical superpowers, but it can give them the composure to face life's challenges in style. 

The toilet roll stuck to your heel. A dress caught in the car door. Tripping up the escalator at rush hour in front of a whole crowd of people. Sometimes life just happens, but you can at least make these moments look good with a killer dress, accessories and a devil-may-care attitude, says F&F. 

According to the brand, Prager brought her signature style of curated moments in time to the campaign, blurring reality and artifice centred around the female experience to create images that are equally stunning and powerfully relatable.

Felipe Serradourada Guimarães, ECD at BBH, says, "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 calibre want to be part of a project, you know the work is good."

The platform launched with a suite of three films, OOH (Out-of-Home) and print, and is supported by social, radio and digital activity, all created by BBH, says F&F. 

Rachel Nooney, Interim Marketing Director of Clothing and Home at F&F, says, "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."

F&F concludes that the campaign will be running for two months on TVC, VOD, OOH, print, social, radio and digital, with media handled by EssenceMediaCom. 

For more information, visit www.tesco.com. You can also follow F&F on Instagram. 

*Image courtesy of contributor