The Independent, May 2, 2012
Inspired by the attention-grabbing tactics of Wonderbra’s “Hello Boys” campaign, which featured Eva Herzigova in a bust-enhancing bra, projected on to Battersea power station, Marks called in Trevor Beattie, the ad man responsible, who zoned in on that FCUK acronym.
A marketing phenomenon was born, one which led to complaints from MPs and the Church of England. In recent years French Connection’s marketing has focused on concept-driven “I am…” and “The collection is…” campaigns. “These do not seem to have gained the same momentum,” says Victoria Gallagher, a reporter for the retail trade magazine Drapers.