French Connection presents Spring Summer 2012

For the French Connection Spring Summer 2012 Campaign we decided to create a work of art - encapsulating the collection in one image.

Using internationally renowned photographer Gregoire Alexandre, 12 ballerinas, 3 principal models, London’s biggest studio and one the world’s best production teams we have created what we call the ‘Cloud’.

Encompassing a human collage of clothes and people in perfect harmony, French Connection have composed an image that not only is strikingly beautifully but also captures the spirit of the Spring Summer collection, with all its color, flowing luxury fabrics and energy.

It started in late October. For three days in London, the photographer and models worked on the perfect positioning. Gregoire Alexandre envisaged a still life, with clothes and bodies that morph to create a bigger picture, the entire collection or as we call it, the ‘Cloud’. Watch ‘How to make a Fashion Advert in 30 seconds on youtube.com/frenchconnection to see how the image was created.

For our Men’s campaign, the thought of 10 male Ballerinas was too much, so we asked Musician Ed Laurie to wear the entire collection in one shot. Ed is featured throughout the SS12 campaign; his album ‘Cathedral’, which will be featured in French Connection stores nationwide, is out now (edlaurie.com).

An additional 40 shots and films of the individual garments are available to see at frenchconnection.in

The campaign will be launched internationally from February 2012.

Spring Summer 2012 French Connection Ladies wear

The Woman readies herself for Spring with a wardrobe of sophisticated and refined classics paired with fashion-forward looks that stay true to her contemporary feminine style.

A bold spring colour palette of bright reds, electric blues, forest greens and mustard yellows is punctuated with more refined neutral tones and monochrome elements to give a vibrant and modern French Connection collection.

The season starts with a strong Rodeo style influence; printed chambrays and classic bleached out checks dominate, adorning relaxed shirts, dresses and blouses. Authentically dyed slim leg jeans, denim dresses and shirts are paired with oversized stocking stitch knits and worn out indigo tops for a mismatched, lived in look. A lucky horseshoe print features throughout, giving chic silk blouses and tunic dresses a playful update. While simple sweat tops and jersey tees continue the theme with fun graphic prints, adding a lighthearted twist to the range.

Colour blocking continues to be key and is updated for Spring with bold asymmetrically printed silk tunics and blouses, as well as classic full colour separates in reds, oranges, and greens - perfect for layering to achieve a modern colour clash.

Unusual knitted details add a modern update to wardrobe classics; a simple tunic dress is reworked in contrasting pointelle stitching giving an interesting texture clash and a 50s inspired knitted 'corset' top is a perfect addition to any wardrobe. While oversize cable details, lose stitched seams and reverse rolled edges feature on all manner of knitted styles to provide subtle design quirks.

As the season develops The Woman starts to channel her inner hippy, bold colours make way for washed out hues of burnt orange, pastel pink and eggshell whites with tone on tone embroidery and subtle embellishment adding a textural element. Dip dyed linen blouses and maxi skirts are teamed with muted separates and faded denim, while simple tunics and tie-waisted dresses are updated with folk inspired embellishment and kitsch patterns. Traditional broidery anglaise is reworked and used to add a modern twist to simple shifts.

Minimalist structural dresses and simple modern classics offer a stark contrast to the collection's relaxed feel; effortless monochrome shifts with reverse stitching, reworked tuxedo suits with georgette sleeves and refined block colour evening dresses all channel. The Woman's sophisticated yet contemporary style. While knitted sleeve details add an interesting texture to a simple animal print dress.

Classic Spring accessories are reworked drawing on the collection's different elements; lightweight summer scarves with folk inspired embellishment channel the modern hippy vibe. While refined canvas totes, classic leather satchels and chic embellished clutch bags are perfectly suited to the sophisticated, contemporary side of the range. Playful graphic prints continue to feature adorning simple jersey scarves, essential beach cover-ups and classic swimwear; pair with an oversized raffia sun hat to add instant glamour on the beach.

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 FCUK in India, introduced the brand to the Indian market at the Lakme Fashion Week in April 2007 and has since opened 36 points of sale across 15 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, French Connection and French Connection Underwear businesses in India. Within a span of over 4 years, BMI has opened over 250 points of sale across 22 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