>> It's been over fifteen years since French Connection told everyone to basically go FCUK themselves, in the age of laddish mad fer it tactics, and since then have shirked away from such controversy and given itself several rebranding uplift. Remember the I am Man / I am Woman campaign, cleverly conceived by agency Fallon two years ago? They're back with a new campaign, one that gets everyone involved. The idea is to create your own film clip on their Make a Scene site, using a select number of scenes from their campaign film, soundtrack it (with all-usage music of course) and apply an Instagram-esque filter to the finished product. "Congratulations! You are now a film director," it says at the end.
Judging by my initial effort, me thinks I won't be quitting the day job anytime soon. Whilst none of the films won't result in any Palme D'Or awards (although you do get to win a trip to Sydney – on the count of my just returning from the city, I highly recommend a stabby attempt at Making a Scene), it is an intriguing way of getting consumers to "play" around indirectly with the S/S 13 French Connection clothes at hand. And no, dear cynical readers, I'm not paid to say that. I could have just bunged some pics up and a solitary link. It does make me think of where fashion film needs to go. Beyond models gazing at each other breathlessly, running in slow-motion, controversial subject matter as well as all the things that this Matthew Frost send-up film points at, where can and should it go? Maybe we need to all make a scene and take matters into our own hands. I'd like mine to be poetic, sentimental and joyful please.