Fcuk launches homewear collection

Fashion group French Connection is to extend its fcuk brand with the launch of a homewear collection, including bed and bath products.

French Connection has created the range – which will include sheets and pillows, pillowcases, duvet covers, shower curtains, towels and mattress pads – with fashion consumer products manufacturer WestPoint Stevens Europe.

The range will be rolled out in August under the brand name of “fcuk at home”.

The launch will be backed with a press and TV ad campaign. TBWA/London, fcuk’s creative agency, will handle the account, understood to be worth &£3m.

The collection will be rolled out initially in UK stores, followed by the rest of Europe in spring 2002.

Fcuk-branded products already include adult and children’s clothing, toiletries, eye-wear and watches.

Earlier this year, French Connection was rapped on the knuckles by the Advertising Standards Authority (ASA) for the second time, over the use of its trademark “fcuk” in an ad campaign (MW January 11).

Press ads for the company’s new Oxford street store, which said “World’s biggest fcuk” flouted an ASA ruling made two years ago which ordered the retailer not to use “fcuk” in ads if it could be interpreted as an expletive.

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