French Connection unveils spring/summer 2018 campaign

We check out the new collection and photoshoot from a brand that’s all grown up

A brand once renowned for its provocative FCUK branding which tapped into the logo-laden days of the Nineties, French Connection has experienced a coming of age in recent years, and nowhere is that more evident than in its latest collection.

Shot by Hart and Leshkina, a New York-based photography duo with an artistic background, French Connection’s spring/summer 2018 campaign runs with themes of movement and humour to capture both the elegance of the products and the playful mood of the new season.

French Connection has for some time been closing stores in an attempt to stave off broader market pressures

Here, the pair lend their signature style to a simplistic backdrop, making the most of the vibrant colours and silhouettes in the collection.

With a palette characteristic of warmer months, the range updates traditional, seasonal hues – like crisp white and warm coral – with occasion wear that comfortably incorporates bursts of buttercup yellow and mustard.

Elsewhere, vibrant splashes of red and tonal inky blues work to capture the essence of French Connection’s personality as floral prints intertwine with delicate lace.

A key part of this season’s offering, print is embraced in many ways throughout, from water-coloured flushes to Breton stripes and bohemian blooms.

In terms of product design, femininity meets modernity with belted T-shirt dresses, laser-cut sleeves, high necks and playful, peek-a-boo shirting finished with ruffled trims.

For men, the same focus on pattern lends itself to polka-dot polo shirts and colour-block tees while the spectrum of colour remains fairly subdued.

Aside from the occasional spurt of aqua blue, zip-up track tops, overshirts and simple tees come in an easy-to-wear array of deep navy, khaki green and black.