Men have lost the ungentle art of manliness. The man in the street doesn’t know what to bring to a knife fight. He gets nervous around large fish. He can’t tie a full Windsor. Men have forgotten how to snap a bra open with a click of their fingers – women are undoing their own bras to save time! Meanwhile guys are eating little portions of leaves and putting too much gel in their hair. They are wearing t-shirts with dope leaves and robots on them when they are over 22 years-old. – French Connection Manifesto 

The French Connection SS2010 campaign is one of the brands strongest for many season. The campaign is titled “This is the Man”.  “The Man” embodies a classic, tough, handsome and intelligent persona. I particularly like the image below  and I its one of my favourites ads this season. its the right mixture of machismo and simplicity.

I have seen some shots from the lookbooks and the clothes are just as amazing as the ads so stay tuned as we will soon post images from the French Connection menswear and womenswear lookbooks.