LONDON (Reuters) - UK advertising regulators signaled a weariness of the double
entendre used by French Connection to sell its FCUK brand and warned the
clothing chain again, this time over a promotion for its line of fragrances.
In an ad placed for French Connection by Zirh International in the Boots
pharmacy chain's magazine, a picture of a young couple sitting on a bed in their
underwear included fold-out samples of perfume with the phrases "open here to
try fcuk her" and "open here to try fcuk him."
The FCUK logo has courted controversy since its launch in 1997. Fashion mavens say the rebellious hip factor that helped catapult the brand to success has long since worn off.
I guess I'm so far from hip that I've never even seen this stuff before. In the deepest recesses of my mind, I am hinting at remembering a blurry reference to it. Nothing further. If the fashion mavens are right, I guess I'm too late to worry about it. (Excuse the lapse; J was born in 1997 and the next 2-3 years are a maternal haze.)
I can understand the Brit regulatory objections in magazines, but the the funny thing to me about the overall concern, and applying that to us Yanks, is that most Americans who want to have FUCK on their shirt will wear FUCK on their shirt. FCUK is kind of wimpy in comparison.
Also, keeping in mind that I'm a mother, I believe that most teenagers who have parents who would object to a FUCK shirt (or perfume or whatever) also have parents who would object to FCUK, too. And vice versa, doesn't care, wouldn't care.