French Connection x Rankin: #sketchtostore

The official French Connection Autumn Winter 2013 campaign video has just been released. We attended the special launch party yesterday and it was massive.

The inspiration behind Autumn / Winter 13 campaign comes from French Connection design process.

“At French Connection, we develop every garment in our London design studio. Our design team develop thousands of styles every year and continue to focus on delivering unique, contemporary clothing to showcase globally.

Our design process is something we are very proud of. Our aim was to try and showcase this in a fun, French Connection way. We also feel it is a point of differentiation on the British high street, and therefore communicates a strategic advantage through advertising.”

Rankin visualized this evolution; he and his team decided to shoot the model first 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 whilst maintaining a sense of humour and fearlessness.

Irreverence, fresh fashion, real. Stay tuned.

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