Tesco clothing brand F&F is channelling the haute couture tarot trend to lean into the year’s most notoriously unpredictable season for its Autumn/Winter ’26 collection.
The new range is being launched through a major campaign devised by BBH London, “Whatever You’re Dealt”, that borrows the cultural currency of tarot cards to capture the idea that, whatever the day or the season throws at you, F&F has the clothes for it.
At the heart of the campaign is an F&F deck to help customers predict and prepare for this autumn. Custom made by artist Mr Cut + Stick and featuring the new AW ’26 collection across fashion, menswear and home, the imagery was all shot by fashion and portrait photographer Willow Williams.
The tarot deck is made up of 22 Major Arcana cards, as well as a further 56 Minor Arcana cards that take creative cues from the elements, autumnal vistas and other artistic motifs.
Activity is being led by a “mystical” TV slot shot by award-winning film director Olivia De Camps, renowned for her work with The Ordinary and billie. The ad shows a woman coping with various unpredictable surprises as she navigates a city’s streets in the autumn, with every scenario saved by F&F outfits.
It will roll out on social media, digital, press and OOH, including London’s Piccadilly Lights, with visuals leaning heavily into tarot aesthetics.
The social campaign will see fashion creators launch the collection with content inspired by the F&F cards, a series of mini tarot readings and a two-part intro to Tarot series, with tarot reader and creator @tarotwithhollyx. Social audiences will also be able to shop each look online with shoppable cards.
F&F head of brand and marketing Rachel Nooney said: “We can’t predict the future, especially with all the changes autumn throws our way. But while any brand can talk about layering, we wanted to arm our customers to Style it Out whatever the season throws at them.
“Through the world of tarot, we found a unique lens that has a rich history in high fashion, has hugely permeated pop culture and centres around the ability to predict or prepare for whatever you’re dealt this autumn.”
The campaign comes as part of F&F’s broader brand platform from BBH, “Style it out”, that reminds shoppers that F&F has an outfit for every day and every situation life may bring.
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