Whatever You’re Dealt

With autumn the year’s most notoriously unpredictable month, F&F’s AW ‘26 campaign leans into the season by channelling one of haute couture’s hottest trends: tarot.

‘Whatever You’re Dealt’ is a new multi-channel campaign from BBH London that borrows the cultural currency of tarot 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 tarot deck to help customers predict and prepare for whatever they’re dealt this autumn. Custom made by artist Mr Cut + Stick featuring the new AW ‘26 collection across fashion, menswear and home, the imagery was all shot by fashion and portrait photographer Willow Williams.

The 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 that run throughout the OOH, AV and Social.

The social campaign sees 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.

The mystical TV slot also takes its cues from tarot and was 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.

Rachel Nooney, Head of Brand and Marketing at F&F 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.

‘Whatever You’re Dealt’ will roll out across TV, social media, digital, press and OOH. This includes London's Piccadilly Lights, with visuals leaning heavily into the aesthetics of the centuries-old world of tarot.

F&F is also taking over Frameless art gallery in London’s Marylebone on 17th September during London Fashion Week to launch the collection via an immersive tarot experience for press and influencers.