Supermarket Chain Put Weight Behind Fashion Label
F&F, the clothing arm of British supermarket chain Tesco, has launched its AW14 menswear campaign as bosses continue to reposition the label as a standalone venture.
The 60-piece menswear range comprises clothing, shoes and accessories, including shirts, knitwear and suits.
According to the brand the focus for the new season is on outerwear, with a number of classic styles such as the pea coat and bomber jacket updated in new fabrics.
Herringbone and other heritage-inspired details also feature alongside graphic print and florals as part of a colour palette made up of black, navy, teal, grey, berry and neutral tones.
The AW14 collection is fronted by Russain model Arthur Kulkov, who takes over from SS14 face Jon Kortajarena.
One of the world’s top-earning male models, Kulkov has previously worked for the likes of Tommy Hilfiger, Banana Republic, D&G and Cavalli.
F&F’s head of menswear, Andy Jackson, described the new designs as “sharp and well-tailored”.
He added that the use of slim cuts alongside items such as chunky outerwear aims to deliver “sleek yet wearable styles”.
Earlier in the year Tesco unveiled a retail strategy that would see the fashion label open 50 new stores over the next five years, with some arriving as early as March 2015.
The move will add to an existing 850 UK outlets in which the range has been introduced since launching in 2001.
Alongside the campaign launch a spokesperson reiterated this is still very much the plan, with the brand “developing potential sites”.
The F&F AW14 collection is expected to launch in store and online at the end of August. Prices range from £14 for a dress shirt, up to £70 for outerwear.