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.
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