F&F "Supermarket woman" by ODD

Tesco clothing line F&F continues its "Supermarket woman" platform by playing on the dichotomy between aspirational fashion and the brand's supermarket location.

The campaign is a twist on traditional high fashion shoots, juxtaposing everyday convenience items and low price points with an elevated aesthetic. The work was created by Eilidh Ratcliffe at ODD, directed by We Are Jones and photographed by Rory Van Millingen.