Out of the few interesting briefs on the site, FCUK had a good project laid out.
It asked the designer to create a new concept/campaign for the brand, which attracts young pupils between the rough ages of 18 to late 30's.
Through my research, I had discovered that the French Connection brand hadn't been at its best point of sales at the time.
Its elegant clothing attracted young professionals that tend to dress smart.
My intentions then were to break free form there norms.
I didn't want to use anything in relation to their old campaign: FCUK=FUCK
I then decided to create a mood book, which encourages the reader to create his own fashion, as the brand had a wide variety of clothing. FCUK, could then prove that it can provide any sort of fashion for its customer.
Once the mood book is opened, it turns into an A2 poster with a quote from the famous movie 'Trainspoting' [with a twist].
