French Connection got the world to pay attention when they used the acronym "FCUK," a brash marketing move that paid off. The fashion company recently released another provocative campaign titled "From Sketch to Store," featuring images of nude models with clothing designs drawn over them. Illustrator Jo Bird of Jelly London sketched designs from French Connection's Autumn/Winter collection onto the photographs. This was done as part of the planning process for releasing new styles in stores.
Once the sketches were approved, UK fashion photographer Rankin captured the models wearing cold weather styles to soon be released in stores. The campaign reveals a new perspective on the careful processes that fashion designers must go through before their products hit stores.