Spring / summer 1997
The campaign defies traditional advertising techniques.
It focuses on the brand attitude, not the clothes. There is unconventional cropping and, most unconventionally, there is no French Connection logo.
Autumn / winter 1997
Building on the use of the FCUK slogan in the advertising
But with changes made to meet advertising guidelines
The initials F.C.U.K. are separated by dots and “FCUK” is a trademark of French Connection United Kingdom” runs as a disclaimer.
Spring / Summer 1998
Challenged with keeping the FCUK campaign idea fresh for the target audience.
This campaign highlights that FCUK is synonymous with French Connection.
Autumn / Winter 1998
Interpretation is up to the individual.
"French Connection is my kind of place"
"All night long!"
Autumn / Winter 1999
Aiming to build on the attitude created over the past 2 years
The mind is the sexiest organ in the human body.
Time to think FCUK – Wishful Thinking
Spring / Summer 1999
French Connection campaigns have always been about being one step ahead
French Connection decides to exploit the myth of subliminal advertising…
But using typical FC humour!
Spring / Summer 2000
FCUK advertising has always encouraged the viewer to discover a double meaning
Messages are hidden in the headlines of subliminal advertising.
Autumn / Winter 2000
Introducing the FCUK language
Time to TALK FCUK
French Connection continues to run ads in unusual and unconventional places
Spring / Summer 2001
Dominated by sexual innuendos, this is the most controversial ad campaign to date.
Censured for print but the campaign is approved for cinema advertising.
Further kudos is established by the creation of the FCUK inky bugger website which encourages audience participation.
Autumn / Winter 2001
This is inspired by a newspaper article which said "If you want to get laid wear French Connection clothes"
So you could say by wearing their clothes you would get laid... to use a retail term, it was guaranteed!
Spring / Summer 2002
The decision is made to bring a fashion forward feel to the ads and focus on the product.
The campaign is based around the idea that French Connection is not the only company with two interchangeable logos.
You say Coca-Cola, I say Coke
You say French Connection, I say FCUK
A TV ad runs featuring a boy and a girl in a sexy choreographed mating dance around a pool table - a Pool Duel.
FCUKiki Beach
Spring / Summer 2003
The concept for a surf story campaign is inspired by bright prints and colours within the summer collection.
The F Word
Autumn / Winter 2003
Fashion, of course, it’s their business, it’s the reason they’re all here, it’s massively important and should be taken really seriously.
Advertising strengthens the fashion message with an FCUK twist. The fashion world from eyes of the FCUK.
FCUK FM
Spring / Summer 2004
FCUK is more than just another collection of clothing. It is an attitude that can and does live outside fashion.
FCUK attitude is brought to life as a radio station. A branding first for fashion.
FCUK is the anti-fashion fashion brand. So moving into radio, French Connection becomes the anti-fashion radio station.
Biker
Autumn / Winter 2004
French Connection has gone to great lengths to establish one of the best known brands in fashion and an instantly recognisable tone of voice.
To test this theory, French Connection develops a first for marketing and launches an advertising campaign without any logo or brand name!
Landscapes
Spring / Summer 2005
French Connection wants to cheer everyone up after endless world tragedies and creates a bright refreshing original new campaign of green fields and bright blue skies.
To further move the brand on a more subtle script logo is developed.
FCOK!
Autumn / Winter 2005
For one season only, FCUK turns celebrity!
French Connection produces an in-store spoof celeb magazine: FCOK!
Capturing fabulous celeb moments, French Connection shows how to extol the virtues of a seemingly banal yet fabulous existence.
Fashion VS Style
Spring / Summer 2006
Based on a famous quote from Yves Saint Laurent, ‘Fashion fades, style is eternal’ French Connection asks the questions – Are you fashion? Are you style? Are you both? Is there even a difference?
The centre piece is a blockbusting 90 second commercial which brings to life the battle between Fashion and Style.
Product is King
Autumn / Winter 2006
The new campaign is all about the clothes… making THE PRODUCT king.
French Connection is back in fashion.
There are no themes or gimmicks just pure unadulterated credible fashion images
A New Movement!
Spring / summer 2007
The French Connection as a brand speaks through both its product and its attitude using the fashion reportage, and creating voyeuristic images with a real edge and energy.
It challenges the conventional branding techniques, applying the French Connection logo irreverently and with a deliberate inconsistency.
Reflections
Autumn / Winter 2007
For Autumn Winter 07 French Connection continues to celebrate personal style. The value placed on personal style in the shoot continues to feed the famously unique and irreverent attitude of the French Connection brand.
Highlighting the premium nature of the campaign, the classic French Connection logo has been glamorised for this season. It literally glows with bright white light through the polished black background.
Raise the Bar
Spring / summer 2008
Spring/Summer ‘08 sees French Connection really stamp its authority in the fashion world by working with creative icon, Fabien Baron
French Connection is style, and this campaign represents that. The imagery is a true mix of French Connection’s English and French heritage and is stylish, classic, moody, and most importantly, sexy.
The French Connection logo has been flipped to create a mirror image adding a sense of personality and unexpected edge illustrating how French Connection continues to be at the forefront of advertising innovation.
Mixing It Up
Autumn / Winter 2008
Autumn/Winter ‘08 sees French Connection continuing to work with Fabien Baron and build on the themes established last season.
French Connection is a company with a twist and is known for doing the unexpected. So we thought why not two campaigns do within one!
Reflecting the diversity of the collection, casual wear and formalwear have been shot separately but have been brought together in one edgy yet glamorous shoot united by the cool, stylish and desirable French Connection attitude.
Feel Famous for a Moment in Time
Spring / Summer 2009
For Spring Summer 09 French Connection has launched a campaign that focuses on the notion that we would all like to feel famous for a moment in time.
This campaign is the manifestation of the idea that everyone can attain great style and their own little moment of fashion stardom. It’s all about achievable glamour, with a hint of mischief in your eye!
The black and white photographic backgrounds make reference to the iconic pop images produced by Andy Warhol in the 60's. Close crops and repetitions of lips and eyes allow the striking colours from the collection to literally pop out of the pictures.
Rock Dynasty
Autumn / Winter 2009
For Autumn/Winter 09, French Connection has created a visual campaign that is full of energy and 80s glamour.
Joining forces with the Richards sisters – daughters of rock icon, Keith and model Patty Hanson and Tom Guinness, the campaign has been injected with their unique style and irreverence.
Contrasting against the high spirit and strength of the clothes a simple modern 80s set forms the graphic concept. Large oversized letters for the models to interact with dominate with different textures introduced to give the set dimension. Neon lights have also been added to give the creative and 80s flair!
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