From: French Connection
Subject Line: French Connection: California Cool
Date: Wednesday, May 19, 2010

French Connection's copywriter has provided the most interesting copy I've ever seen for a fashion retailer. It's quirky and shows a very distinct voice...with an accent. The headlines for "The Woman" campaign are full of humor, and I especially love that when I read them I can hear a French designer explaining the woman's look to me. The woman doesn't look like another bored model - she has a story!

As for the rest of the email, I like how colorful and simple the design is. It's light, airy, and goes well with what I feel is "California Cool." My one complaint is that the copy explaining the summer look is disconnected from the story about the woman. It has an entirely different voice and I feel like this message could be more interesting if that French designer was explaining retro beach style to me.

If you'd like to learn about French Connection's "The Man" campaign (it's also great), check out Martyn Miller's recent post here.