An ingenious way to sell clothes with nudity

While there’s no deviating from their long established cheeky sense of humour, French Connection’s latest campaign is a deviation from the usual high street imagery on several fronts. One, it’s the retailer’s first major campaign in black and white. Two, it puts nudity on full window display.

Well, maybe not full display. Herein lies the ingenuity of the campaign, conceived by photographer Rankin and his creative agency The Full Service. The campaign, “From Sketch To Store”, is based on the way French Connection’s designs do not pass go, do not collect $200: they go straight from sketch to store.

FCUK from sketch to store nudity campaign

Click the thumbnails for full pictures:
French Connection A/W '13 campaign
French Connection A/W '13 campaign
French Connection A/W '13 campaign
French Connection A/W '13 campaign
French Connection A/W '13 campaign
French Connection A/W '13 campaign
French Connection A/W '13 campaign
French Connection A/W '13 campaign

Rankin and co manifested that idea into a three part process. First, photograph models naked. Second, sketch the designs onto the photographs. Lastly, show the finished garments on said models.

High street retailers have to continue pushing boundaries to be noticed, and in managing to incorporate bare skin (sex sells, as the mantra goes) into tasteful black and white imagery, FCUK did a pretty good job of it.

You can see more of the campaign at the gallery or in store. You can also watch the campaign video by hitting play above.

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Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for Fashionising.com, where she serves as the publication's Editor.