French Connection unveils Spring Summer 10

Spring 2010 sees French Connection create a stimulating, visually captivating and witty campaign with a return to humorous captions. The creative ante has been upped with a provocative campaign that allows the brand to effectively talk to fashion conscious men and women through intelligent wit and humour, inherent to the brands personality.

The campaign is a lighthearted study of man and woman, bringing a distinct voice to the brand while ensuring the clothes remain at the forefront of everything we do. The campaign idea came from a need to talk to men and women in different ways.

The most dramatic impact comes in the form of ‘The Man’; a rugged, bearded and outspoken character who tells our customer how to dress. He has the physique of a bare-knuckle boxer, the brain of Voltaire and a discerning eye. Other men can learn much from him.

‘The Woman’, is understated, yet sexy, her description is brief, as we know little of her. She is beautiful, enchanting, capricious and mystifying. We don’t even catch her name.

Once we had our man and woman - we studied them; their behaviour, their mannerisms and their attire. This allowed us to comment on their clothes, discuss the materials and the detailing and evaluate their personal style. All our comments are voiced in fluent franglais. Playing on the ‘Franglais’ connection further we selected a French actor and actress to model the collection – giving the imagery added depth and personality.

By working with an advertising agency with unparalleled credentials we feel we have matched our fashion expertise with their know-how of developing a distinct brand voice with wit, while remaining true to the brands values.

The campaign encapsulates the French Connection Spring Summer 10 collection perfectly giving it a clean yet creative backdrop. The ladieswear collection is all about feminine tailoring in soft nudes contrasted against bold Hawaiian prints and stripes. Clean cut lines are juxtaposed against softer silhouettes in fluid fabrics. Exaggerated shoulders still play an important role, from all over embellished tops to fitted dresses. The French Connection man steps in to SS10 in sophisticated fashion-forward pieces focusing on quality fabrics, unique detailing and signature design twists. Masculinity is the essence of the collection and created through simply stylish wearable clothes, ideal for a real man at one with the outdoors.

Key looks

Women
Spring Summer 10 is full of colour, shine and all things fine. It’s a tale of two style tribes – 50’s teen rockabilly’s hop amongst punks from the 80’s, the clash is evident on proportions and tailoring both given a new 50’s slant with graphic florals creating a softer, vintage backdrop.

The collection sits like a back-to-school pencil case full of Caran d`Ache coloured hues – everything fresh and exciting ready for its first outing. The mix of casual to formal pieces is even, endorsing the freedom of creating an individual style that works for you, creating a juxtaposition of clean cut lines with softer silhouettes in fluid fabrics.

Bold electric blue blazers are worn oversized with contrasting purple lining over neon Hawaiian floral dresses and exposed zips. The double-breast blazer dress with bold gold buttons gives a nod to the 50’s take on an 80’s classic. Bold retro prints in deep jewel colours are mixed with fluro brights on high shine batwing dresses.

Trousers are a contrast of silhouettes – sharp cigarette pants are given gold zip detailing on the waist and ankle, in black, neon Hawaiian print or electric blue, wear with oversized shirts or bustier tops – Sandra Dee style. Pleated harem trousers feature throughout the range in muted tones of beige and black in soft to touch fabrics – contrast with striped or draped vests. 50’s rain Macs are updated in bold blue with gold branded buttons, for a more relaxed feel opt for the cropped version and wear oversized.

Knitwear is playful, with multi coloured liquorice Allsorts stripes in short sleeve jumpers and body con skirts – our hero piece is the knitted dress with batwing sleeve detail.

Our iconic embellished dresses and mini skirts have moved on to incorporate more intricate, eclectic designs in acid brights. Fluorescent vintage floral prints adorn high waited skirts, peplum detailed dresses, pinafores and bustiers – set against black to give them a rock’n’roll edge. Formal, muted pieces create a subtle backdrop to the brash range with colonial inspired pieces including silk all-in-one jumpsuits, cropped front pleat blazers and belted shirt dresses – all in a soft pebble tone.

A capsule range of monochrome pieces create easy to wear, chic style. Black silk dresses are given sheer shoulder and back cut out detailing; a full length black high shine maxi dress exudes Grecian chic, with a block colour dress with back zip detailing offering a stylish alternative to classic work wear.

Shoulders are still exaggerated but given softer detailing with contrast colour ruffles on dresses, t-shirts and tops. As spring turns into summer the collection evolves into clean 90’s inspired lines mixed with 50’s beachwear and retro Hawaiian florals on hot pants and cut out detail dresses.

It’s like a washed out photograph from a 50’s vacation in Hawaii gets discovered in the 80’s and inspires a collection where fashion means business but also lots of fun.

Men
The French Connection man steps in to SS10 with two diverse collections. French Connection’s mainline collection provides sophisticated fashion-forward looks with quality fabrics, unique detailing and signature design twists. FCUK provides denim-led streetwear apparel for a casual look, focusing on individuality and embracing unconventional style.

The French Connection main collection starts off the season with precision in military detailing on longer length leather as well as classic four pocket jackets. Pockets dominate – unusually placed on checked shirts, utility style on camouflage shorts, kangaroo pockets on loose fit denims – team any of these with a khaki loose waffle knit, ribbed dark dye denim or simple cotton jacket.

Clean army lines begin to soften with crumpled linen and cotton mixes giving a rustic feel. Sandy hues are interjected with bold burnt orange highlights and flashes of cream and pink – for the truly modern man, opt for pastel pink or sky blue trousers to turn a look on its head.

Salmon pinks, greys and creams carry through in to high summer, livened up with bright contrast linings and trims. Sporty clean line track tops provide a grown up stylish approach to sportswear, while even the humble tee is not overlooked – polo shirts have no shoulder seams, while thin loose melange tees have elasticated hems, and even plain shirts feature embroidered tipping detail.

Formalwear continues to develop on its founding principles of quality and design detail with PRESTIGE SUITING - a new line in suiting, introducing premium features such as wool/silk quality fabric, real horn buttons, and ticking pockets. Make a sartorial statement in the tonic silver suit, and complete the look with newly introduced formal outerwear, the black double breasted cotton trend is perfect for summer evenings.

FCUK paints an inspiring picture in its introductory range ‘The Artist’ – paint splattered loose fit clothing jumps straight out of an artisan’s studio and in to your wardrobe. A washed out, over-worn feel in a soft palette of pastels, dijon, blue, and grey is key to capturing the care-free spirit of the artist. Mixing and matching texture adds an eclectic creative edge and evokes a rebellious streak - leather and canvas mix on jackets, while chambray and poplin shirts sit side by side with waxy feel work coats and luxurious angora mix jumpers.

As spring turns to summer, FCUK gets sportier with an interesting nod to the mods. Engineered stripes on tees cleverly integrate into soft fine knits while red, white and blue adorn button down gingham shirts which look great paired with nylons, metallics, and lightweight macs.

When summer’s in full swing and you want to make a bold style statement, don’t just say it, spray it. Colourful tees feature 80’s style graffiti bubble writing in neon shades evoking hot summer days on Brooklyn streets, while the trail of graffiti lingers on purple paint splattered jeans. For the more reserved, neon flashes liven up the lining of a classic bomber or appear as top stitching on a check shirt. Checks are large, sleeves are short, all look great with a range of five pocket jeans in varying fits and authentic washes to complete the laid back look. The new night-crawler fit jean is the freshest summer shape with a longer crotch and narrow peg leg.

Hats hail in all shapes with the introduction of a duckbell cap, and the staple summer trilby re-worked in coloured straw, Prince of Wales check, and neutral canvas - all with contrast colour ribbon trim. Cotton scarves are adorned with monochrome stripes or vivid colour checks, while alternative neckwear comes in the form of fun ties – choose from preppy stripes, bright spots, chintzy paisley or ditsy florals. Bag it up in a leather satchel, retro plastic messenger, or a variety of canvas bags - the biggest and best of them being an oversize barrel duffle bag – perfect to pack up your summer wardrobe in and head off in to the sun…

About French Connection India

Founded in 1972 by Stephen Marks, French Connection, the edgy, attitudinal, high street British fashion brand set out to create well-designed and fashion-forward clothing with a quirky spin on design. With more than 1,500 outlets across 25 countries worldwide, French Connection is truly a global fashion brand.

Brand Marketing India (BMI), the exclusive licensee for French Connection in India, introduced the brand to the Indian market at the Lakme Fashion Week in April 2007 and has since opened 22 points of sale across 10 cities.
BMI has ensured that the brand in India emulates the same global strategy with respect to timely seasonal launches, competitive pricing and the highest standards of in-store service.

About Brand Marketing India

Brand Marketing India (BMI) is the holding company for the Calvin Klein Jeans, Calvin Klein Underwear and French Connection businesses in India. Within a short span of over 3 years, BMI has opened over 100 points of sales across 13 Indian cities. An ever expanding geographical and retail presence, coupled with an in-depth understanding of the Indian retail environment, positions BMI as the preferred partner for international brands looking to foray into India. 

All of BMI’s stores are designed to global standards and present in prime high street, mall and department store locations, thereby completing a truly world class shopping experience.

For further information, kindly contact:
Marketing
Telephone: +91 22 6618 1000
Email: marketing@bmindia.com