Alluring, coquettish, enigmatic and knowingly seductive – this is the new French Connection woman. Paying homage to their name, French Connection have reinterpreted their image with a chic new campaign for Spring/Summer 10, inspired by French New Wave cinema.
The provocative FCUK logos that were so synonymous with the brash 90s have been replaced by a demure, intelligent advert with a typically French sense of humour.
The irreverent short film presents a critical study of ‘The Man’ and ‘The Woman’ and builds a story around their emotions, quirks and contradictions. It references the stylish absurdity of French New Wave cinema and French Connection’s Anglo-French heritage with a little bit of ‘franglais’.
French Connection’s philosophy is that it is the woman or man wearing the clothes that gives them life and a unique personality. Their style DNA is based on well-made classics with a fashion-forward edge and as the film suggests, the quality of the clothes speaks for itself.
French Connection has always been about affordable luxury, with feminine tailoring, the perfect LBD and well-cut jeans being the foundation of any wardrobe. They have established their bestsellers and reintroduce them each season, building up a collection of French Connection ‘classics’.
But lets not forget about ‘The Man’! Monsieur is the stereotypical French belle-bête, complete with beard, furrowed brow and philosophical air, modelled on Serge G