French Connection Hello Boys Closed For Good

 

When it comes to fashion's logo-laden zeitgeist of the Nineties, few brands had as much cache as French Connection's arresting FCUK branding. Simple T-shirts adorned with the controversial slogan, and what seemed like a million permutations thereof, teamed perfectly with combat pants or the requisite parka, depending on where you fell on the gender divide. However, as fashion moved away from the combative and exuberant to something more staid and safe, the brand's slow reaction saw it left behind. Yesterday, it confirmed that 14 UK stores were being turned into 'closed' signs for good, with the loss of 1,500 jobs.

While the brand's parent company, the Conran Group, is not involved in this particular setback, it has had to cut back on other lines in recent years to try and recoup losses. Previously, the company has tried to revive its fortunes by concentrating on concept-driven 'I am...' and 'The collection is...' campaigns, but these seem to have done little to bring in the customers.

It seems like the end for a label that, at its peak, had a cult following thanks to a succession of celebrity fans including the likes of Amanda Holden and the former Spice Girl Mel B. The British TV presenter recently sported a navy blue FCUK jumper and yellow mini skirt - priced at PS70 - on Instagram. (As well as a pair of super-sexy stilettos, of course.)

Founded in 1972 by Stephen The french connection kissed Marks, French Connection became a Seventies fashion success story, with its quality sleek tailoring, Breton stripe tops and little black dresses, at mid-range prices. It later expanded into high-end fashion with the launch of Nicole Farhi in 1983, which had a clear aesthetic that offered quality tailored clothes and designer accessories with a distinctly feminine edge.

The company became a household name in the US after a string of high profile marketing campaigns, most famously its 'Hello boys' Wonderbra campaign, which featured Eva Herzigova in a bust-enhancing bra. The campaign sparked controversy, media headlines and many complaints to the Advertising Standards Authority, which began to veto any future campaigns from the brand using substitute expletives.

Although The French Connection has some clumsy plotting, and the heroin lab is conveniently abandoned on a back street rather than parked snugly in the garage of its owner's apartment block, it does have that Hitchcock trademark: you're too stunned by its violence and speed to care about the plot holes. The movie may be flawed, but it is nevertheless a thrilling thriller.