French Connection’s New Ad Campaign: The Woman, The Man

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I couldn’t resist bringing you this amazing campaign from French Connection! Besides being brutally realistic both in images and in messages, the campaign comes with few short films in black and white that are simply irresistible!

The new campaign from French Connection is divided into The Man and The Woman. Both taking the feminine and the masculine features and trends literally they’re forwarding the subtle authenticity of real men and real women. Men who do not know what sequins mean. Just like they’re pushing the woman as the perfect picture of femininity and emotion. Come, come, click through, tell me what you think! I’ve got so many clips for you! (via)

French Connection The Man The Woman

French Connection the woman ad

French Connection the woman ad campaign

French Connection This is the man

French Connection The man

French Connection The man Ad


#1 Ellington on 03.03.10 at 1:03 pm

A fun ad campaign! FCUK always turns things on its head and I do like that about them. For a high street brand they are with it without being lame. : )

I still have and love my

T-shirt from one of their lines a few years ago! :)

#2 Rob Schneider Rules on 03.03.10 at 5:52 pm

There will never be anything cool about wearing an anagram for ‘f*ck’ on your chest

#3 Rob Schneider Rules on 03.03.10 at 5:55 pm

French Connection have long ago bored me with their vulgar, p*ss-poor joke of a name. It’s not chic or elegant and it never will be

#4 kpriss on 03.04.10 at 12:54 am

Hmm.. I do treasure my pink hoodie on which you can read green on pink “fcuk 24-7” and I think it’s pretty fun. It only plays tricks on you. The human mind is used to read based on recognition and if 80% of a word’s letters reflect the image of another word in our mind, it’s surely not the writer’s fault, is it? It’s a anti- shallow thing, that’s how I see this.

As for their actual collections, though I find them a bit expensive for a high street brand, they do have some daring, funky clothing.

Nevertheless, getting back to this campaign: the concept is wonderful, the idea is marvelous and I treasure them for speaking the true word. A man should not know what “sequins” mean.

#5 Adriana on 03.04.10 at 7:46 am

I think “fcuk 24-7” on a hoodie is innocent fun. I’ve not a problem with that at all.

Thiz iz a fun campaign. Ze clothez are lovely too. Thiz woman lovez it.
Thiz woman ownz notzing by FCUK! Izn’t that about time?
Thiz woman notized that lotz of man sportz fazial hair again, notized that too you girlz?

#6 kpriss on 03.04.10 at 7:48 am

lol! Yep.. But I surely have nothing against that, my Adored Husband is somewhat similar to the above. But he will forever be The Man for me! and boy, does he look bad in sequins! :*

#7 Adriana on 03.04.10 at 8:25 am

LOL! Loves it when we’re both online almost at the same time in such different time zones. A big one to you and the Kpriss clan! :*

#8 kpriss on 03.04.10 at 8:42 am

same to you, beautiful , brave lady!

#9 Margareta Belle Jeanne on 03.05.10 at 4:54 am

Quote above: “The human mind is used to read based on recognition and if 80% of a word’s letters reflect the image of another word in our mind, it’s surely not the writer’s fault, is it? It’s a anti- shallow thing, that’s how I see this.”

Bulls**t! It’s an obvious business strategy to play on that word – long-held to be the worst word in the English language. They didn’t have to market their brand with such an obvious rearrangement of those infamous 4 letters (however I think the c word is the actual worst). RSRules is right – the French Connection logo IS lame and yes, offensive. If English is not your first language then I’m afraid you’re not going to feel the ‘kick’ that word really has.

#10 Ellington on 03.05.10 at 8:10 am

I find it fascinating that someone who is exposing and espousing the vulgarity of the French Connection logo uses common vulgarity to get their point across.

Yes that turn of an very old Anglo Saxon curse is and can be vulgar but it did what it was suppose to do, get your attention get you talking about it.
I find it interesting how they turn things on their head rather in the way that Benetton did or does in their ads.

Most ads or fashion are really selling the idea of doing the beast with two backs or getting to do the beast with two backs. So why the outrage about this? Some ads are subtle some are not but they are mostly selling the same thing, or the same idea.

#11 Adriana on 03.05.10 at 8:13 am

No, English is not my first language. That’s obvious. But we’re so familiar here in the Netherlands with English that when I use that f-word I get a certain look from certain people. So I FEEL the KICK! Been too the UK often enough to know about it.
I’ve question now: “p*ss poor” and “bulls**t” is okay then? Cause I’ve been also taught in the UK not to use that in public too you see by people who say it all at home!?
I agree with the writer’s comment. I can read and feel English good enough to understand everyone’s point of view here.

#12 Adriana on 03.05.10 at 8:15 am

Ellington: this is almost magical…….at the same time…!!

#13 Margareta Belle Jeanne on 03.06.10 at 2:40 am

LOL There is a huge difference in the level of obscenity between the f word and the other language in the comments. Please refer again to my comment about ESL. But really there’s a time and place for using bad language – we have the right to use it to emphasise our opinions and feelings. My objection is simply to the ubiquitous French Connection logo as its vulgarity is annoying and seemingly inescapable.

#14 Margareta Belle Jeanne on 03.06.10 at 2:47 am

And yes, that’s right, I am at home right now so I can use whatever language I like, thank you very much :) I’m not putting it into a global brand and flogging it throughout the English-speaking world and beyond

#15 Ellington on 03.06.10 at 8:49 am

I beg to differ, and I say that swearing, using invective, cursing is the same all around. So no I do not accept your idea of levels of “def con” per se with the use of expletives.
Yes you are in your home and may use whatever language you wish. But funnily enough you may not be “a global brand flogging it throughout the English speaking world and beyond”, but you are posting your words on this site on the world wide web and that does go all over the world. And I was pointing out the incongruity of your argument.
There is a time and a place for all things, but as I was stating I find the use of their acronym for their company rather interesting, and it does and it did what it is suppose to do get you talking about it for ill or for good.
I myself do not use curse words, not in word and not in conversation, but to each their own. Pax, MBJ : )

#16 Kathleen on 03.06.10 at 9:49 pm

What, NEVER? Are you actually human?

#17 Kathleen on 03.06.10 at 10:00 pm

I just got this mental picture of a person whose house has caught fire or is racing to avoid some monstrous hospital emergency:

“Oh fiddlesticks!”
“Oh deary me – this won’t do at all!”

#18 Ellington on 03.07.10 at 10:16 am

Oh! You are making fun of me!
; )
What a lark! Have fun with that Kathleen : )
It is always a good time had by all to make fun of people you have never met! Good one! :)

#19 Ellington on 03.07.10 at 10:18 am

I do it myself sometimes with some of the celebrities on this site.
And yes I don’t swear, it is just not part of my vocabulary.

#20 Ellington on 03.07.10 at 10:34 am

Hey I just noticed that your mocking of me makes me sound like the White Rabbit!
I love him he is a fabu character in a stellar book! One of my all time favourites and a classic! Thanks for that! : )

#21 Lorik on 03.10.10 at 6:13 pm

Please somebody tell me the name of the female model because Im going crazy I cant find it. She’s been haunting me every day and night ever since i saw the ad for the first time

#22 Mike on 03.24.10 at 4:40 pm

Any idea what the names of the models are?

#23 Anonymous on 04.27.10 at 1:53 am

Her name is Astrid Berges-Frisbey

#24 Viv on 04.27.10 at 1:16 pm

Just saw their YouTube channel. We really like the one with the man. Fun stuff

#25 anon on 03.01.11 at 11:29 am

Do woman really wear flimsy white dresses all the time and look puzzled or pouting into the distance with a half open mouth? I prefer white water rafting, travelling the world.
The hairy man in the videos gets the best part – having a laugh and dancing in the loos…

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