The brand aims to redefine its identity and reconnect with customers through a new campaign that highlights relatable moments and its latest fashion collection.
French Connection has unveiled a new campaign this week aimed at celebrating the raw and unrefined moments of everyday life, while simultaneously showcasing its latest fashion collection. This initiative comes as the brand seeks to reestablish itself as a significant player in high street fashion, particularly in light of previous financial setbacks.
At the helm of this revitalization is Helen Gallagher, who joined the brand as Head of Design in August 2023. Gallagher, who has prior experience in the same role at Mint Velvet from 2018 to 2023, has been instrumental in redefining French Connection’s identity and creative direction. Speaking to TheIndustry.Fashion, Gallagher stated, “French Connection has always been celebrated for its design-led pieces that offer exceptional quality at an accessible price point. We have taken that commitment even further by creating collections that feel truly unique on the high street, standing apart from the mainstream.”
Originally founded in 1972 by Stephen Marks, French Connection gained widespread attention in the 1990s due to its bold marketing tactics and the infamous FCUK slogan. The brand’s growth peaked as it expanded its reach, opening numerous stores and diversifying its offerings, which included accessories, footwear, and homeware. However, the company faced significant challenges over the following years, culminating in an underlying loss of £2.9 million for the year ending January 31, 2020, partly attributed to the impact of the COVID-19 pandemic.
Determined to reverse these fortunes, Gallagher’s approach involves creating four annual collections presented on the catwalk to attract buyers and company directors. Her focus is on meeting target margins, collaborating with suppliers, and ensuring high-quality tailoring.
“The most rewarding part of my role has been watching my team grow and evolve. Their dedication to pushing boundaries and continuously improving has been inspiring,” Gallagher reflected. Under her guidance, the brand is making an effort to reconnect with its loyal customer base while also attracting new clientele.
The new campaign incorporates moments that are relatable and grounded, such as enjoying a night out barefoot after a long evening, which Gallagher highlights as a departure from traditional luxury that often leans towards opulence. “Our campaigns have been bringing back the irreverent spirit the brand is so well known for,” she remarked.
Customer input plays a vital role in the design process, with Gallagher working closely with the brand’s buying and merchandising teams to understand purchasing behaviors. She emphasized the importance of maintaining a continuous evolution of collections, ensuring they reflect not just innovative designs but also the needs and preferences of their audience.
“The new collection is a direct reflection of the bold, irreverent spirit that defines French Connection. We have infused it with a sense of modernity while staying grounded in the brand’s roots,” Gallagher said, describing the latest designs as striking, practical, and versatile for everyday wear.
Gallagher also mentioned the influence of vintage references in their collections and the importance of using innovative materials that enhance both functionality and wearability. By encouraging her design team to explore new ideas, she aims to showcase pieces that are fresh yet retain the essence of the brand.
As part of their adaptation to shifting trends, Gallagher pointed out a noticeable move away from traditional dresses in favor of separates and matching co-ords for everyday wear. “I want to reflect this shift in our collections,” she noted.
Looking forward, Gallagher is committed to further evolving French Connection’s brand identity by emphasizing originality, quality, and a bold creative spirit. “As Head of Design, my ambition is to keep evolving French Connection into a brand that stands out for its originality, quality, and bold spirit,” she concluded. The latest collection’s launch marks a significant step in this direction, as the brand looks to carve out a renewed space within the competitive landscape of high street fashion.
Source: Noah Wire Services
