FC:UK to drop the FCUK wordplay (finally!)

Clothing firm drops 'offensive' logo

A FASHION label that inspired a generation of teenagers to wear the misspelt obscenity 'fcuk' across their chests is dropping the acronym for a more subtle campaign this season - no logo at all.

The iconic slogan for clothing chain French Connection UK, which captured the youth market, attracted the ire of parents, advertising watchdogs and judges and transformed the fortunes of the company, will be omitted in a new €5m (€7.5m) advertising campaign.

The move has come amid claims that the fcuk logo has become tired and over-used, with the company's share prices dropping by 8pc last month. Experts say the latest campaign is an attempt to invigorate the label.

The original fcuk campaign has courted controversy since it launched in 1997.

Last month, the company was ordered to have its posters vetted for the next two years after the industry watchdog, the Advertising Standards Authority, upheld a complaint about the "offensive" language on them.

The British Advertising Standards Authority received 27 complaints straight after the logo's launch while the American department stores, Macy's and Bloomingdales, briefly banned products with the slogan from their shelves.

Mr Justice Rattee called it a "tasteless and obnoxious" acronym in a court case in 1999, while another judge sent home a juror for wearing the logo in court.

Under the new campaign, which is launched next month, the fcuk logo will be replaced by a series of ironic, self-referential phrases such as 'Don't make us say it', 'Something beginning with F' and 'Haven't you had enough influences for one day?', with no other clues as to which brand they represent.

Publicist Mark Borkowski said the new promotion was a way to refresh the label in the face of competitors who were imitating the original campaign. "The fcuk campaign has been legendary and lots of people are mimicking the idea so they have to refresh it."