Launching in September, the press and poster campaign juxtaposes stock oh-so-serious model poses with light-hearted comments. The campaign launches the chain's autumn/winter collection.
"As a brand, fcuk has always been firmly anti-fashion victim. We've always adopted the attitude of 'look cool but don't be a prick'," TBWA's chairman and creative director, Trevor Beattie, said.
"It has never taken itself or the po-faced world of the catwalk very seriously. We wanted to do a bit of Zoolander on it. We may be pouting, but we're pouting with our tongues placed firmly in our cheeks."
In the first execution, called "pout", a serious image of a young model runs with the comment: "Shirt, fcuk. Pout, model's own."
A second creative execution, titled "girl", features a beautiful female model and carries the strapline: "Apparently there are more important things in life than fashion. Yeah, right."
A third execution, called "birth, marriage", features a shot of a group of trendy models and carries the endline: "Birth. Marriage. Dishwasher. Death. Pose, while there's still time."
The campaign will have a presence at the London Fashion Week. French Connection shopping bags will carry versions of the creative executions and fcuk T-shirts will be branded with straplines from the campaign.
The ads were written by Beattie and art directed by Bil Bungay. Media planning and buying has been handled by Manning Gottlieb OMD.
The new campaign succeeds fcuk's spring/summer ad campaign which used a surfer-chic theme to display the brand's seasonal clothing range.
The press and poster campaign introduced a beach lifestyle scenario, which was centred around the fictional "Fcukiki Beach" and the type of cool people who might be associated with the location.