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 casualwear 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.
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.
