PHILOSOPHY OF DESIGN

Brand Identity

French Connection has a 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 their 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.

Exclusive Decor

FCUK Hotels will showcase seasonal furnishings throughout the hotel and outside premises. The residences, restaurants and lounge will exhibit modern homewares and accessories.

Super-soft cushions scattered on sofas or a statement bench-style table to liven up a lonely corner, FCUK will provide stylish new-season updates to keep the hotel vibrant.