Based on this process, photographer Rankin and the team at his in-house creative content agency – The Full Service – came up with a concept with a cheeky twist for our Autumn/Winter 2013 campaign: ‘From Sketch to Store’.
The approach to the creative was in three stages. Firstly, Rankin photographed our models in their natural (naked) form. Next, the images were printed and the clothing designs sketched and overlaid to finally complete the process to reveal the models wearing the actual garments from the French Connection AW13 collection.
“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.” Jennifer Roebuck, French Connection
The campaign – our first shoot in black and white - maintains French Connection’s irreverent sense of humour, which our customers have come to love and adore. The two-day photo shoot, saw our two female and one male model, having fun in Rankin’s London studio bringing a sense of relaxed ease and naturalness to the shoot. Our talented illustrator – Jo Bird, at Jelly London, sourced via The Full Service’s creative network – attended and got her inks out on set to begin work straight away, on largescale prints.
“As our first 360 degree fashion campaign as an agency, The Full Service was incredibly excited when French Connection approached us to realise their AW13 campaign. I’ve always admired the brand for striving to push boundaries, and for their fearless approach to captivating campaign concepts. I hope the ‘From Sketch to Store’ execution by The Full Service continues their history of stand out campaigns.” Rankin, The Full Service
About French Connection India
Founded in 1972 by Stephen Marks, French Connection, the edgy, attitudinal, high street British fashion brand set out to create well-designed and fashion-forward clothing with a quirky spin on design. With more than 1,500 outlets across 25 countries worldwide, French Connection is truly a global fashion brand.
Brand Marketing India (BMI), the exclusive licensee for FCUK in India, introduced the brand to the Indian market at the Lakme Fashion Week in April 2007 and has since opened 85 points of sale across 36 cities. BMI has ensured that the brand in India emulates the same global strategy with respect to timely seasonal launches, competitive pricing and the highest standards of in-store service.
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