French Connection - Sketch to Store

Fashion retailer French Connection, known for pushing the boundaries of high street advertising, has rolled out its risqué autumn/winter campaign created by fashion photographer, Rankin, who has visualised the retailer’s design process.

The fashion chain claims that it “doesn’t follow trends” rather “makes them” and this campaign’s aim is to highlight that its collections go directly from a designer’s sketch to store.

Created by Rankin’s in-house creative agency, The Full Service, the concept sees models posing naked with sketches of clothes illustrated by Jo Bird overlaid, next to models wearing the finished products.

Commenting on the campaign, French Connection’s multichannel marketing director, Jennifer Roebuck, said: “Working with Rankin and The Full Service was a seamless experience. It was refreshing to work with an agency so enthused on driving a collaborative process with a brand and other creatives from their network.

“It was every bit a collaboration between French Connection, The Full Service and Jelly. Rankin and his creative team offered an exciting approach, really telling the story of the French Connection brand. We are proud to talk about how our in-house design team produces a collection from sketch to store and the campaign captures this element of the business.”