Tesco F+F

An ongoing sponsored commercial fashion campaign for YOU Magazine, running from 2023 to 2025, comprising multiple editorial pages, spreads and five-page reverse cover wraps. The campaign positioned Tesco F&F as a destination for stylish, high-quality fashion at exceptional value, appealing to both loyal customers and a more aspirational audience.

The print executions were highly image-led, featuring talent including Kelly Brook, Kate Ferdinand and Abbey Clancy, each styled exclusively in Tesco F&F to reflect seasonal trends and lifestyle moments. Content spanned summer florals and beachwear, autumnal denim, athleisure and activewear for the new year, and glamorous festive looks, ensuring relevance across the fashion calendar.

Working collaboratively with the wider creative team, the role focused on the print design and visual execution, shaping layouts that balanced aspirational styling with approachability. Each feature was designed to showcase F&F’s strength across fit, fashion and function, while reinforcing its core value proposition — contemporary style that feels accessible, wearable and confidence-boosting.

Across the partnership, the campaign successfully broadened perception of the brand, encouraging discovery among new customers while continuing to resonate with existing readers. Through familiar faces, seasonal storytelling and polished editorial design, the work positioned Tesco F&F as an integral part of modern women’s wardrobes — from everyday moments to occasion dressing.