When we think of French Connection, we think immediately of France. Yet ironically enough the brand was founded in England in 1973 by a Stephen Marks. At the time, this designer wished to meet the expectations of a chic-fashion that was comfortable and accessible to everyone. The models combine elegance inspired by French culture with the spice and rebellious nature that is recognized in British style. Always present and a step ahead of the trends, French Connection dictates its own rules and rework trends to give their own vision. In addition to the eccentricity of its products, the brand has also made a remarkable statement with their slogan scandalous "fcuk fashion", the letters FCUK represent "French Connection United Kingdom"...yet can imply other wise as well! This word paly was first noted after receiving a fax sent from Hong Kong, with the header: FCHK to FCUK. From this simple fax multiple variations were created including including controversial "hot as fcuk", "fcuk on the beach" or "lucky fcuk". Whether for its ads for its collections or outrageous avant-garde French Connection is a reference for UK fashionistas and fashionistas around the world.