French Connection began using the branding " fcuk" (usually written in lowercase) in advertising after 1991 when Marks regained control. This is a timeless, classic fragrance that's strikingly reminiscient of Elizabeth Arden's Provocative Woman but with a sweeter floral base. Initially designed as a mid-market women's brand, he has said the name came about because he managed to acquire a large shipment of Indian cheesecloth shirts – via a French contact – that could be resold in the UK at a large profit.

Mr Justice Rattee refused to grant an injunction, describing French Connection's use of the initialism as "a tasteless and obnoxious campaign. The company threatened legal action against the political youth organisation Conservative Future, which had briefly adopted the spoof abbreviation "cfuk" (short for "Conservative Future UK").It's the total, mindblowing opposite of the the name (which suggests something befitting a junior harlot). The company became notorious for the use of the "fcuk" initialism in its advertising campaigns in the early 2000s. French Connection launched a trademark infringement case in the London High Court challenging the owner of "First Consultants UK Ltd", a computer company, over its use of the "fcuk" initialism.

Despite this lowering of the profile, French Connection remains known as "fcuk", particularly by the UK press. French Connection represents the majority of French Connection Group's revenue (some 88 per cent in 2014), however it owns a number of other clothing/homewear brands, including YMC, Great Plains and TOAST. Example of use in UK press in 2013: "FCUK marketing says first black and white shoot for brand by photographer Rankin is in line with its 'edgy' image".Being deliberately similar to the taboo word " fuck", French Connection's use of "fcuk" caused widespread controversy. Companies target teens with "Scent to Bed" ad campaign Archived 2007-07-15 at the Wayback Machine, American Family Association. In addition to being unattractive, it is also cumbersome to use; I have difficulty grasping the bottle while spraying as the bottle is so wide.

French Connection (also branded as FCUK or fcuk) is a UK-based global retailer and wholesaler of fashion clothing, accessories and homeware. Following a number of complaints about advertising campaigns using the initialism, the UK's Advertising Standards Authority requested that the company submit all poster campaigns for approval before running them. In 1983, her eponymous higher-end label was launched by the French Connection parent group and this was not sold until 2010. Not one that I would personally purchase, but nice enough as a scent used to freshen up after a run or straight after a shower. This fragrance is very subtle, soft and wearable for everyday, appropriate for work as it is not overbearing at all.The advertising campaign came about after he was so impressed by a bra advert featuring Eva Herzigová that he contacted the advertising executive behind it, Trevor Beattie, even though the company did not have a budget for an advertising campaign at the time. In 2017, French Connection appointed two new independent directors, after facing pressure from investors. FCUK Her fragrance notesWe have no fragrance notes for this fragrance – if you know them, let us know! A rich and sophisticated perfume: how I imagine how Versailles smelled like in Spring in the 18th century. Fcuk Her and Fcuk Him (2003) – Original women's perfume by Zirh/Shiseido and men's perfume by James Krivda.