FROM SKETCH TO STORE AUTUMN WINTER 2013 ADVERTISING CAMPAIGN

At French Connection, we don’t follow trends, we make them. Our unique design process is pretty simple: collections go directly from a designer’s sketch, to store. Based on this process, photographer Rankin and the team at his in-house creative content agency – The Full Service – came up with a concept with a cheeky twist for our Autumn/Winter 2013 campaign: ‘From Sketch to Store’.

The approach to the creative was in three stages. Firstly, Rankin photographed our models in their natural (naked) form. Next, the images were printed and the clothing designs sketched and overlaid to finally complete the process to reveal the models wearing the actual garments from the French Connection AW13 collection.

“Working with Rankin and The Full Service was a seamless experience. It was refreshing to work with an agency so enthused on driving a collaborative process with a brand and other creatives from their network; it was every bit a collaboration between French Connection, The Full Service and Jelly. Rankin and his creative team offered an exciting approach, really telling the story of the French Connection brand. We are proud to talk about how our in-house design team produces a collection from sketch to store and the campaign captures this element of the business.” Jennifer Roebuck, French Connection

The campaign – our first shoot in black and white - maintains French Connection’s irreverent sense of humour, which our customers have come to love and adore. The two-day photo shoot, saw our two female and one male model, having fun in Rankin’s London studio bringing a sense of relaxed ease and naturalness to the shoot. Our talented illustrator – Jo Bird, at Jelly London, sourced via The Full Service’s creative network – attended and got her inks out on set to begin work straight away, on largescale prints.

“As our first 360 degree fashion campaign as an agency, The Full Service was incredibly excited when French Connection approached us to realise their AW13 campaign. 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.” Rankin, The Full Service

WOMAN

For AW 13, French Connection womenswear combines the vintage aristocratic idea of country life with the urban sleekness of the modern city. The collection nods to the sixties using classic shapes and silhouettes. Shades of black and white underpin the range, leaving the addition of strong graphic prints and sequin pieces to decorate the collection’s stand-out items.

The transition from summer to autumn sees strong animal motifs influence the collection alongside the pace-setter, horse racing. Horse and fox figures appear in prints and knit sweaters, while embellished sweats are a kitsch nod to the horsey set.

In addition to the black and white trend throughout, strong graphic prints are also key. Subtle sixties prints can be seen in the form of cute shift dresses through to chic textured tops. Graphic checks offer easy daywear pieces to underpin the classic neutral colours and tailoring. Eveningwear is kept clean and minimal with midnight black taking centre stage.

Colourful coats are key to the collection, nodding to the candy coated trend seen on the runway. The bouclé coat is key to the AW13 range with its clean and minimal design aesthetic. A strong colour palette of bold colours runs throughout the collection with a striking electric blue, shaded purple and sulphur on dresses and separates. Alternatively, deep plum and berry colours provide a more accessible option for the less brave.

An emphasis on easy daywear pieces ranging from luxurious fur-lined parkas paired with our new premium denim offering sees a new direction in daytime dressing. Understated styling brings a more relaxed, simple and effortless appearance to any modern woman’s wardrobe ranging from feminine tops through to easy sweatshirts. Think Parisian chic dressing for winter 2013.

MAN

French Connection AW13 menswear showcases an updated selection of outerwear. Rugged sports themes run throughout the collection as walking and hiking style pieces wholeheartedly embrace the great outdoors. Rich autumnal colours of burnt orange, mustard yellow and burgundy pop against monochrome tones creating a clean, preppy look for the winter season giving extra texture by contrast fabrics, embroidery and repeat prints.

The season begins with a transitional package of varsity inspired menswear which offers lighter layers to build up a winter silhouette. Chinos and light weight waxed jackets are updated with a fresh winter colour palette and teamed with college stripes, oxford button downs and colour blocked knits. The rich pine needle greens, Bordeaux reds and delft blues are mixed with bold golden yellow to demonstrate the strong influence of university sports teams which offer a modern edge to casual dressing. Highlights include university striped piping’s seen across shirts and tees and contrast stitching to reinforce the sartorial and sports mix.

As the season progresses, the layers become increasingly warmer with chunky knits and quilted jackets. Slick marine Melton coats are offered with modern sportswear trims and detailing. The look is contemporary and military focused and the silhouette is slim and sharp. The colour palette is dark and classic with rich pops of twilight blue and deep plums to enhance the seasonal black and white runway trend.

Venturing deeper into winter, inspiration is taken from Shackletons polar expeditions with a nod to vintage styling. Removable fur trims are key with the emphasis on comfort and warmth. Further vintage references are found in over dyed flannel shirts and pigment over dyed tees. Colours are equally retro with old tobacco and charcoal mélange taking centre stage and sit back to sharp highlights of robin red and bubblegum blue.

In contrast, FC Jeans takes inspiration from the sea with references to the iconic seafarer style. With oil waxed Harrington style jackets, the seafarer trend has been well and truly covered. Super soft, easy washed out fabrics are given the nautical treatment with the traditional stripes appearing inside and out on polo neck tees and classic shirting.

Autumnal colours are offered in abundance with a focus on the great outdoors. Stepping into the wilderness, checked flannel shirts with engineered check sections and colourful windbreaker jackets all make up this colourful collection for Autumn Winter 2013.

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 84 points of sale across 35 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 5 years, BMI has opened over 350 points of sales across 43 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