French Connection has axed its controversial “fcuk” trademark from its advertising, branded T-shirts and its window displays after an outcry from offended members of the public.
The move ends a lengthy battle between the fashion retailer and its ad agency, GGT, and the industry watchdog the Advertising Standards Authority, which repeatedly upheld complaints about the campaign.
Last month, the ASA said the retailer could only use “fcuk” in a way which would prevent it being misread as “fuck” (MW January 15).
But this week Marketing Week can reveal French Connection is launching new creative work through GGT featuring the strapline: “French Connection Me.”
A spokeswoman for the retailer denies the new strapline is a climbdown. “You have to move on. We have had those slogans for two seasons, people expect something new. But we’ve managed to keep the same attitude and a continuity of tone.”
GGT creative director Trevor Beattie, who devised the original fcuk slogan, says: “Fcuk has entered the language but this is fashion, so we have no intention of standing still.”
Posters for the new campaign will go up around the capital from February 16, in time for London Fashion Week which runs from February 21 to 26. Press ads will appear in men’s and women’s glossy magazines.