Jay Pond-Jones

French Connection
fcuk fashion
Jay and Trevor Beattie came up with this idea while enjoying a coffee in St Marks Square in Venice. Advertising was like that in those days. Jay scribbled the FCUK FASHION idea down on a napkin, and they pitched it in London two days later.

“How much? How quick?” was the response from French Connection’s Stephen Marks.

And that’s how the FCUK campaign was born. The napkin was framed and Jay and Trevor still swap it between them every six months.