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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here