ABOUT FRENCH CONNECTION

Founded in London in 1972, French Connection is sexy, stylish and has attitude. FCUK is a short, sharp name to stand for French Connection United Kingdom which has become a highly recognisable name and acronym to stand alongside the French Connection logo.

Launching in Australia in 1998, we never fail to keep the brand exciting and original, pushing boundaries and always making a statement.

Whether FCUK has shocked or amused, it certainly made you think. Bold, witty and intelligent, French Connection’s approach to fashion has made it stand out amongst today’s high street.

In the non-stop world of fashion it takes dynamism and intuition to keep moving and we are constantly developing our product, our market and our vision of the future just keeps on growing.

As we expand the brand in the Australian and New Zealand market we continue to develop exclusive product that is relevant to the needs of our customer.

The key to French Connection’s success continues to be the combination of exceptional clothes at the forefront of design, affordable prices, clever merchandising and sound business practice that celebrate our distinct British heritage.

THE STORES

Stores across the globe are designed to be a true extension of the brand whilst being relevant to their local surrounding, so all elements including staff and store design work together to create a shopping environment which is all part of the French Connection experience.

Retaining the clean, minimalist simple signature look that French Connection has made its own, the stores provide an environment where the product takes centre stage. Advertising forms an integral part of the environmental concept in store and large graphics form the backdrop for many of the fittings and fixtures.

 

HEAD TURNING WINDOWS

The French Connection windows are crucial to the branding of our product; they reflect our pioneering imaginative design and irreverent attitude. The windows reflect all that's best about the brand, its attitude and style whilst acting as a showcase for the collection.

Throughout the season windows work in conjunction with the ever evolving fashion collections and the advertising campaign, interpreting the themes into award winning window displays. These themes are implemented globally across the brand so you will see a consistent brand message from London to New York to Sydney.

Past campaigns have included building a fully functioning radio station into the windows of our London Regent Street store from which FCUK FM was broadcast, models surfing, camper vans rocking and denim clad Santas frolicking. Whether French Connection or FCUK, our windows get noticed.

 

BRAND IDENTITY

We have developed a brand identity, which is sexy, stylish and has attitude. FCUK is a short, sharp name to stand for French Connection United Kingdom and was being used on faxes between our offices in the UK and Hong Kong (FCHK) before being introduced across the company as a highly recognisable 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 attitude of the brand was established.