Channel 4 Star Used To Bring Magic To Brand
French Connection used magic and illusion as the themes for its newly released AW14 campaign.
The brand has built on its partnership with British fashion photographer Rankin, bringing in his creative agency, The Full Service, for the project.
Magician Troy Von Scheibner, best known for his shows on Channel 4 and E4, fronts the campaign across print and video.
A clip shows Von Scheibner demonstrating his magic skills alongside models, all wearing new season looks. Card, levitation and illusion-based tricks all feature among the eight shown.
A spokesperson from French Connection released a statement explaining the decision to cast the 24-year-old: “Troy brings a modern, fresh approach to magic, the very reason French Connection chose to work with such talent.”
The brand’s AW14 collection is made up of classic wardrobe pieces including T-shirts, shirts, slim denim and chinos, knitwear and outerwear.
Colours are muted, with grey, navy and black seen throughout. Brighter pops also make an appearance with items such as a canary yellow jumper.
Outerwear contains a black bomber jacket, long grey overcoat and a new update on the duffle coat; with the hood substituted for a toggle-buttoned front.
Von Scheibner takes over from professional footballer Adam Lallana who was unveiled as the face of the firm’s pre-autumn images back in May.
Several new season menswear shipments have landed in French Connection stores and online already. Further drops are expected to take place up until mid-October.
Prices average around £55 for shirts and up to £180 for coats.