I love it when brands go for something innovative and edgy in their advertising campaigns, in fashion that is generally reserved by major fashion houses, but high street chain French Connection has put together something really creativity and cheeky for autumn/winter 2013 with the help of iconic photography Rankin.
Entitled ‘Sketch to Store’, the concept visualises French Connection’s design process, with naked models being covered by the clothing designs sketched by illustrator Jo Bird – such a fun but powerful idea that really translate well in the brand’s first black and white shoot.
I love the way it mixes style and design, with a provocative cheekiness, and how it is moving the brand away from its FCUK days with this quirky and some what fearless approach . I also think it is a great follow up to its This is the Woman campaign.
If you love the black and white photographs, you will love the campaign video, where you see the sketches being added to the models and the humour of the advert really comes out – plus the backing track by The Beaches is amazing!!!