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.
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.