Imperfectly Perfect Summers at French Connection

French Connection is heading in a new direction. Under the guidance of Helen Gallagher, Head of Design, the retailer's new S/S 25 collection and campaign take us stumbling down to the beach, aperol and crisps in hand, for those imperfect summer moments. This Is It looks away from the contrived world of social media, instead think ‘getting lost without GPS.’ Sounds like fun, right?

In the arresting, alien landscape of Lanzarote's volcanic black sands, one model cools down with a retro red fan, conjuring a new definition of minimalistic opulence. Riding the London Underground at rush hour, the campaign feels miles away. Better get booking that holiday, and shopping the new collection in the meantime.