Clothing retailer French Connection has recently launched a provocative campaign for Autumn/Winter 2013. 'From Sketch to Store' features images of nude models with clothing designs sketched over them. In an adjacent image, models are presented sporting the collection’s completed looks. The campaign showcases the processes that designers must undergo before their products are released in stores, allowing customers to see the various stages of design.
The brand is well-known for its innovative and risque marketing techniques (the acronym FCUK captured the world’s attention). Marketing director Jennifer Roebuck claimed that the campaign “brings out the fearless nature of the brand and our design credibility but with a twist. When you look back at the iconic FCUK campaigns you can also see the fearless attitude and that is part of the brand and our design philosophy”. The campaign will run until December 2013 on the streets, online and in print.