French Connection is a company founded in the United Kingdom in 1969 which sells clothing and accessories in many parts of the world.

In April 1997, French Connection began branding their clothes "fcuk" (usually written in lowercase). Though they insisted it was an acronym for French Connection United Kingdom, its similarity to the word "fuck" caused controversy. French Connection fully exploited this and produced an extremely popular range of t-shirts with messages such as "fcuk this", "hot as fcuk", "mile high fcuk", "fcuk me", "too busy to fcuk", "fcuk life", "fcuk football", "fcuk fashion", "fcuk fear", "fcuk on the beach", "possibly...the best fcuk ever" etc. There were also a number of regionally specific messages, such as "fcuk in hull" (bearing similarity to "fucking hell"). The company recently announced that the "fcuk" label is to be phased out. Apparently they first discovered the acronym when a fax was sent from their Hong Kong store FCHK to FCUK.

In 2001, during the introduction of French Connection in San Francisco, big banners hung on the front of the newly opened store saying "San Francisco's first fcuk.".

In February 2006 French Connection launched the Fashion vs Style campaign that replaced the previous fcuk advertising. The first advertisement in the campaign was directed by Duncan Jones, son of David Bowie, and featured girls in the roles of Fashion and Style fighting.

It was reported in the national press that this advert received between 121 and 127 complaints in the first week of being broadcast and may become as controversial as the previous fcuk campaign.