This is the first in a long time that I've been inspired by a brand enough to do a series of posts on them. There is just so much awesomeness here that I can't stuff it all in one post and do away with it. I've had my eye on FCUK since their Spring 2010 'For Man' and 'For Woman' ad campaigns which drew on classic gender stereotypes associated with old fashioned French cinema and went a bit like this:
Men have lost the ungentle art of manliness. The man in the street doesn’t know what to bring to a knife fight. He gets nervous around large fish. He can’t tie a full Windsor. It’s time to man up. He is handsome. Naturally, he is handsome. He’s powerful. Perhaps as powerful as a bullock. But do not let him daunt you. He knows about warp and weft, about women. His love for his beard is fierce and raw. He knows that a beard is a poem. Do not touch his beard. If you do not know so much about the beard, The Man can help you. He’s the face of spring 2010 and he wears French Connection. This is him:

Look. She stands. She sits. She… reclines. Meet the woman for a second. But be careful. She is charming. She is beautiful. She will make your mind wander. She is coquettish, coy, a botherer of boys. That’s enough of her for the moment. We’ll leave her be to the woman’s site where she can be a lady of leisure. Maybe we’ll look for her again another night… Introducing the woman for French Connection Spring/Summer 2010. This is her:

These campaigns rocked my socks! I think they even won a bunch of awards. If you loved these videos, you'll love even more the new S/S 2011 short films for their refined (french) simplicity. Coming soon to a blog near you..