BBH Styles It Out For F&F

The retailer shares its latest autumnal campaign

By Creative Salon

16 September 2025

F&F is proving its style credentials and stepping away from supermarket fashion clichés in its latest 'Style It Out' campaign, created by BBH. The campaign builds on the momentum of the initial launch earlier this year and showcases the brand's latest Autumn/Winter collection.

The campaign sees the return of legendary photographer and Emmy-winning filmmaker Alex Prager to direct the new spots. Known for her distinctive cinematic style, Prager injects a new energy and attitude into the brand, transforming everyday mishaps into stylish, iconic moments.

The 'Style It Out' platform is grounded in the relatable truth that life is full of awkward and messy situations. Instead of focusing on over-the-top confidence, the campaign champions composure, showing how F&F fashion and homewares can help people navigate life’s little challenges with style.

A leaky ceiling. An awkward moment in an elevator. A car breaking down. Kids going wild with crayons. These relatable scenarios all turn chaos into chic.

The integrated campaign is designed to appeal to F&F's core audience of women aged 35+, while also attracting a new generation of shoppers between 25 and 35.

Felipe Serradourada Guimarães, BBH London ECD, said: “Another installment of Style It Out for F&F. A simple idea that keeps getting better with every execution. F&F is making the high street look like the catwalk.”

Rachel Nooney, F&F brand and marketing director added: “This second campaign under our F&F brand platform ‘Style It Out’ continues to highlight the style and quality that is synonymous with the brand. These stunning films and stills showcase our ranges across F&F fashion and home lifestyle fused with real-life moments that our customers relate to.”
The campaign will run across TVC, VOD, OOH, print, social, radio, and digital channels in the UK and Ireland, for two months, media handled by EssenceMediaCom.