The brand has developed a brand identity, which is sexy, chic and has an attitude. FCUK is a short, sharp name to stand for French Connection United Kingdom and was being used on faxes between their offices in the UK and Hong Kong (FCHK) before being introduced across the company as a highly recognizable name and acronym to stand alongside the French Connection logo.

A simple advertising campaign launched FCUK onto the British High Street in the spring of ‘97 and has since evolved to personify the casual wear offering of the French Connection brand. A controversial ad campaign featuring the simple line ‘FCUK fashion’ hit the headlines and when ‘FCUK advertising’ followed hot on its heels the stance of the brand was established.

The whole business is born of a desire to be original, distinctive and accessible. Whether FCUK has shocked or amused, it certainly made you think. Bold, witty and intelligent, it demonstrates how French Connection has given personality to its brand, a rare achievement on today’s crowded high street. Since then FCUK has become interchangeable with French Connection as the brand name and identity.