French Connection heralds the return of the cult logo.

Hey day French Connection was a brilliant thing; the crème de la crème of the British high street with a provocative logo we’d today probably describe as a proper #winner. But trends evolve, shopping habits change, and brands don’t necessarily remain at the forefront.

For French Connection last season marked a positive change, predominantly in the shape of one Harley Weir, AW15’s campaign photographer. The results – frankly gorgeous imagery of Rejjie Snow (who told Clash all about it, here) and India Salvor Menuez – proved popular, so naturally the brand tapped Weir for SS16.

Just revealed, the new campaign revives the confident FCUK logo, championing 90’s era rebellion, and, perhaps overwhelmingly specifically, the sequin frock donned by Kelly MacDonald in 1996 cult classic, ‘Trainspotting’.

It’s a decade long played out by the fashion crowd, admittedly, but one that similarly continues to feed contemporary culture; not necessarily a bad thing given the volume of possible references it spawned.

Picking up where Snow and Salvor Menuez left off, this season Weir’s lens falls on five new talents: the Argentinean born artist Conie Vallese, based today in New York, Parisian model and actress Angie Sherbourne, British singer/songwriter Will Heard, Wilson Oryema, a British model and (self proclaimed) ‘artist in training’, and lastly model Coco Kate (of Polish heritage),

Ahead of a celebratory tee dropping next month (‘cause, obvs), peep the best of the new line-up – and some behind the scenes ‘moments’ – above.

www.frenchconnection.com

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