As website editor of F&F at Tesco (2012-2017), I introduced editorial content to F&F online under the Inspire Me banner. Enhancing F&F’s fashion credibility and delivering commercial results, Inspire Me became woven into the fabric of the site. Here are a few of the beautiful features that the team produced on my watch.

 

 

I also led the copy team in the delivery of all clothing copy descriptions for the website, developing a style guide and copy processes to ensure that all descriptions were persuasive, on-brand, accurate, legally compliant and in line with SEO best practice. I edited every single one – over a million words in a year.

Rihanna took us all by surprise in 2013 when she stepped out in a pair of F&F joggers. Naturally they were all sold out by the time the press got hold of it. Here’s some copy that I whipped up to inform customers that they were too late – in a playful way, of course.