Cute clothing – check. Amazing photographer – check. Great concept – check, check, check. Iconic British clothing brand French Connection has pulled out all the stops with their latest Autumn/Winter 2013 campaign. Shot by the infamous Rankin (a dab hand at injecting an element of cool into a shoot) and featuring a novel ‘Sketch to Store’ concept, the ads look set to garner similar levels of press as the notorious ‘FCUK me’ campaign. Produced by Rankin’s new creative content agency The Full Service, the ads feature near naked models with garments sketched on top, alongside corresponding images in the actual clothing.

Rankin commented: “I’ve always admired the brand for striving to push boundaries, and for their fearless approach to captivating campaign concepts. I hope the ‘From Sketch to Store’ execution by The Full Service continues their history of stand-out campaigns.”

Indeed French Connection have a history of innovative marketing campaigns – from the recent ‘I am Woman; I am Man’ to the divisive 1990s play on the FCUK lettering.  There is a strong emphasis on humour in their advertising and they have often earned praise from the press and claimed awards for their marketing.  Aside from being clever and striking, I also have a particular interest in this brand as I featured them as a case study in my university dissertation.  Cheeky, stylish and modern – this new campaign is French Connection to a tee.

Head to www.frenchconnection.com for new AW13 pieces, or to pick up a bargain in their final week of sale (up to 70% off garments).