时尚街拍网How dowe feel about the return of the 90s teen trend…
Nothing says 90"s fashion revival likean ironicslogant-shirt: hot on the heels of slip dresses, Claudia Schiffer, Cindy Crawford and Naomi Campbell being back on your local (Balmain-sponsored) billboards, the Absolutely Fabulous film, a new series of Cold Feet (and partial Friends reunion) comes French Connections re-embracing of their provocative FCUK branding which fuelled the brands 90"s heyday.
This is no slight return: the brands Spring Summer advertising campaign comes bravely embossed with the logo abbreviation (which stands for French Connection United Kingdom) which will also be available to wear across your chest should you so wish to, when their new/old branded t shirts will appear in store in mid February.
FCUK T-shirt, £20, French Connection (available mid-Feb)Stephen Marks, CEO of French Connection, explains that Our Spring Summer advertising campaign pays homage to the 90s. Photographed by Harley Weir, the images create a nostalgic tribute to fashion, photography, music and the talent which emerged from this era.We feel that this season is the right time to re-introduce FCUK as a celebration of our brand heritage.
The campaign takes its inspiration from Cool Britannia, and agenda setting style magazines The Face and i-D, and features global emerging talent as models: the Parisian model and actress Angie Sherbourne, British singer songwriter Will Heard, Argentinian artist Conie Vallese, Polish model Coco Kate and British model Wilson Oryema all star in the campaign.
The new spring summer collection itself also has neat shades of 90s regalia: plaid shirts, sheer body con, camel trench coats, bucket bags and of course, a pale hued sequinned slip dress inspired by Kelly MacDonalds turn as Diane in Trainspotting.
If youre over the age of 30 you will perhaps remember the original FCUK branded t shirts with quaint nostalgic charm: the way your mother rolled her eyes when you appeared for breakfast sporting it, how boys managed to excuse themselves from staring openly at your chest (“I thought youd spelt it wrong” perhaps they argued…), how it stopped just short of your tummy button so you could reveal a slither of flesh in between the waist band of your baggy cargo trousers.It might have only been Alanis Morrisette level irony (up there with a parental advisory explicit lyrics t shirt purchased sniggeringly from your local HMV store), but hey, in the eternal words of Cher Horowitz, whatever.
Given the companys dwindling fashion reputation and sales, Marks will be hoping that customers will be attracted back to this once zeitgeist relevant brand, which has been under-performing in recent years.Last year, following a loss of £7.9million in the first half of the year, a store closure programme was announced, including the exiting of its prominent Regent Street store.While sales reportedly picked up towards the end of the year with better results over the crucial Christmas and sales period, it will be a strong kick start in the right direction to their 2016 if re-visiting their heyday-era roots pays off.#Fcukfashion
