Strolling down Oxford Street amidst LFW madness I happened to notice French Connection’s new advertising campaign and for some reason I just can’t get it out of my head since. The big bearded fella is etched on my mind and I just can’t work out why.
Up until quite recently I was working part-time at French Connection - not my finest moments I might add, I’m no longer cut out for the world of retail; too many rules and checklists ‘Hi, can I help you?’ ‘Are you ok there?’ ‘Are you shopping for a special occasion?’ No wonder people buy online these days, the computor doesn’t interrogate you as you browse.
I remember French Connection in the 90’s with their cocky advertising campaign and their abbreviation logo of such passable irreverence. It heightened a new sense of brand awareness that has since worn thinner than any hoodie ever could. ‘Fancy a FCUK’, ‘I don’t give a FCUK’ it was emblazoned all over peoples chests - it completely nailed the attitude of an era, but it sure was tacky in retrospect.
French Connection rode on the smutty train for a while, the "accidental misspelling" was an enormous controversial success for several years. Menswear was huge, boys wearing their chat-up lines on their tees, but in 2004 the truth finally caught up with the company and their sales began to slow significantly, encouraging the company to finally drop the FCUK slogan from its advertising.
Thank FCUK for that. The new campaign, directed by Richard Flintham and shot by the photography collective Blinkk is a 60-second collection of black and white TV ads highlighting the characteristics of men and women and are supported by a series of 20-second online films as well as print and outdoor campaign. In other words, just like the FCUK campaign it’s going to be hard to ignore.
The ads are simple, to the point, elegant, mature and confident. Smart but with a nice touch of humour. Stylish but un-pretentious. The brand have returned to the same advertising agency that created the tacky FCUK slogan and rumour has it they didn’t even need to pitch for it.
They are not perfect by any means, my flatmate actually hates the new campaign she thinks they look like they’ve been "created by middle-aged over-paid corporate suits with no sense of the French Connection brand, integrity or their customer" But she has been drinking since 6pm and is a little feisty at this moment in time. But in the realm of fashion they work as a half parody half supportive piece. In store the idea looks good and from a personal view they made me think positively about the brand for the first time in a decade. Plus the guy in the bunny ears is totally hot and well, that works for me.
It’s all kicked off in London. Fashion Week has begun and I for one am excited - it’s a good indication it’s going to be a goodun when Kate Moss takes her front row seat on Day 1.
I’m not sure about you but I was a little un-inspired with New York; I don’t recall being in awe or amazed with any particular collection or show. I was certainly not enthused with the standard of the amount of Z-listers taking up their VIP seats? Also, while we’re on the subject why were the front row ladies wearing teeny tiny dresses in -7 degree weather , with no tights, were they crazy?
Anyway enough about New York, London is where it’s at. Everything changes when the fash pack hit the big smoke. The heels are higher, the hair is perfectly coiffed and there’s not a black root in sight. Somerset House is crawling with stylish girls on the cobbles and there’s so much excitement in the air. And whilst LA girls are pretty clean living London girls love a good aftershow party - just ask the Geldofs.
Although London Fashion Week officially started today, for me Fashion Week begins tomorrow. Tonight the nails have been painted, the hair mask and face mask have been applied and the chosen outfit has been carefully selected.
So what’s exciting about tomorrow? Well I for one can’t wait for the Topshop Unique show just after midday. Last season we saw hair braids, rucksacks, neon pink lips, dirty denim and a definite sporty vibe to the spring summer collection. The front row wasn’t short of people to gawp at (Kate Moss, Olivia Palermo etc.) and whilst I’m not even sure why I’m such a big fan, the fact it’s the only catwalk collection I could ever possibly afford to buy plays a huge role.
I have a feeling I may need to start saving now…
P.S If anyone sees me around please come say hello.
What really drives fashion week, apart from the collections on the runway are the celebrities that attend the shows. Which celebrities will grace the front row this season I wonder. I predict Alexa Chung will feature heavily at the international shows. Rumour has it style icon Olivia Palermo will be in London (again) and I predict Cheryl Cole will make her debut appearance at London Fashion Week. In the past year she’s supported a fair few up and coming UK designers and who can forget her in that David Koma dress on X Factor.
Among all the stars, editors, and socialites sitting front row at fashion week, it’s a pint-sized girl in glasses and a quirky hat who I predict will steal the headlines. Thirteen year old blogger Tavi Gevinson made it to the front row of the Chanel Couture show last week, pulling funny faces with Alexa Chung no less. She has her own column in Pop magazine, the sisters behind the Rodarte label, Kate and Laura Mulleavy, have taken her on as their muse. She’s also landed several magazine covers already.
I used to really like her, her blog is sweet and I love that she’s young and fearless when it comes to fashion. But Tavi Gevinson has become the new darling of the fashion industry, a bit like an ‘it bag’ it all just seems a bit wrong, she’s sitting front row with highly powerful fashion editors sitting somewhere behind her. Even Grazia tweeted that they were watching the Dior show through Tavi Gevinsons massive bow hat. The fashion world has gone out of it’s way to court Tavi but what has she got to aspire to now?
And more importantly what happens next? It is tempting to think that Tavi will be a short-lived sensation, the product of a culture gone Internet-crazy, in which bloggers are getting book deals, clothing lines and more column inches than Britney Spears. Designer Christopher Kane told British Vogue, "No one who wants to read a serious review of a show is going to look at what a 14-year-old thinks." But tell that to the thousands of unique visits that follow Style Rookie each month!
Tavi was a darling because she was on the outside but now that she’s been handed the fashion world on a silver platter, she is looking less and less like the kid everybody fell in love with. But to be fair I’m excited to see what she’s going to wear come Fashion Week and I hope she leaves the huge headgear at home because I pity those who have to sit behind her.
I’m amazed at how many films have influenced my style in one way or another, whether it be the kids from Fame dancing away in their leg warmers and neon coloured tops, Pretty Woman with Vivians thigh high boots. More recently there was Andy Sachs going from geek to chic in The Devil Wears Prada. And who doesn’t look back in awe at Kim Cattrall in 1987’s Mannequin when she’s dancing around the department store with Andrew McCarthy?
Here are my top five films that I own that have influenced my style and how I dress today:
1. Teen Witch
When Louise Miller turns up at her high school prom in an indigo blue shoulder padded number I was in awe. This film is one of my all time faves (I purchased it off Ebay for a shocking amount of money for a VHS Video). Louise is an unfashionable geek who discovers she’s a witch, and decides to cast a spell to make her the most popular girl in school. The movie’s fashion reads like an ode to late 80’s styling, with items like strong-shoulder padded boleros and wispy bolo ties making a strong appearance in the film. I wanted it all; the denim embellished waistcoats, the lacy ra-ra skirts, the jewelled stilettos. But most of all I wanted that dress at the end.
2. Pretty in Pink
Ah who doesn’t love Pretty in Pink? Andie wasn’t the most popular girl in school, but she loved fashion and had her own creative personal style. With a nod to Annie Hall, Andie wore menswear-inspired pieces, that were at times so horrendous they were great. She always added a feminine edge with floral scarves and pearl and beaded accessories. I love Ray Ban Wayfarers because of this film and I also wanted that dress at the end.
3. Grease
I think you’ll all agree this is a hugely influential fashion film. From the Pink Ladies to Sandra Dee’s ‘tell me about it stud’ outfit you’ll have tried to recreate the magic at some point, even if it was for fancy dress. Even today I channel Sandra Dee when I wear my leather leggings, she even made smoking look cool.
4. Flashdance
When the sweatshirt Jennifer Beals wanted to wear as welder-by-day/dancer-by-night Alex Owens shrunk in the wash, a fashion craze was born. Sportswear was in, but not the kind worn at the gym. Combining torn sweatshirts with leg warmers, spandex pants, headbands and hi-tops - it was 80’s personified and I loved it. I remember having lots of torn T-shirts and over sized jumpers and I really really wanted a pair of red stilettos. I can’t dance though, just for the record.
5. Breakfast at Tiffany’s
When Audrey Hepburn stood gazing at a Tiffany’s window, the little black dress she wore became the crown jewel in any woman’s wardrobe. I love this film; she’s positively crazy, with major issues but you can’t help but love her because of her style and her elegance. I have countless LBD’s, so many triple-strand pearl necklaces, sleeveless dresses and oversized sunglasses. Victoria Beckham has this film to thank for her new style status if you ask me.
I love all things glitzy, even my bed spread and pillow cases are embellished with diamontes come to think of it. So due to my love of glitz you can just imagine just how excited I was walking in to the Swarovski CRYSTALLIZED party in honour of Daisy Lowe and her new capsule collection.
The party had it all:
Glitterballs. Check.
A sparkly sofa. Check.
Jewels hanging from the ceiling. Check.
Celebrities. Check.
Champagne. Check
The party was brilliant. Daisy Lowe looked stunning in her new season Christopher Kane dress, which suited her figure perfectly. Her red shoes and matching lips were a hit with all the boys that surrounded her all night and she also had the new season Chanel tattoo around her thigh - the first celebrity I’ve seen giving the tricky trend a go. I loved her hair too, it had a very big, bouffant Wonder Woman vibe to it.
She had lots of friends around her; a few celeb pals, a few model chums (Tallulah Adeyemi to name my fave) Unfortunately there was no sign of any family members which was a tad surprising, and disappointing as I was hoping to catch a glimpse of step-mum Gwen.
No matter how hard I try, sometimes it’s just difficult to stop working at these events. I’m always looking around looking for stylish people to snap for Elleuk.com or I’m too busy ‘networking’ that I forget to have fun!
I did manage to enjoy the champagne and hit my diamonte encrusted bed in the wee hours of the morning and not to brag or anything but the Swarovski CRYSTALLIZED party rocked!
Strolling down Oxford Street amidst LFW madness I happened to notice French Connection’s new advertising campaign and for some reason I just can’t get it out of my head since. The big bearded fella is etched on my mind and I just can’t work out why..jpg "FCUK Me")
The new campaign, directed by Richard Flintham and shot by the photography collective Blinkk is a 60-second collection of black and white TV ads highlighting the characteristics of men and women and are supported by a series of 20-second online films as well as print and outdoor campaign. In other words, just like the FCUK campaign it’s going to be hard to ignore.
What really drives fashion week, apart from the collections on the runway are the celebrities that attend the shows. Which celebrities will grace the front row this season I wonder. I predict Alexa Chung will feature heavily at the international shows. Rumour has it style icon Olivia Palermo will be in London (again) and I predict Cheryl Cole will make her debut appearance at London Fashion Week. In the past year she’s supported a fair few up and coming UK designers and who can forget her in that David Koma dress on X Factor.
I’m amazed at how many films have influenced my style in one way or another, whether it be the kids from Fame dancing away in their leg warmers and neon coloured tops, Pretty Woman with Vivians thigh high boots. More recently there was Andy Sachs going from geek to chic in The Devil Wears Prada. And who doesn’t look back in awe at Kim Cattrall in 1987’s 
