FCUK: Fashion Label Decides to Rest Tired Logo

A fashion label that inspired a generation of teenagers to wear the misspelt obscenity "FCUK" across their chests is dropping the acronym in a more subtle advertising campaign this season - with no logo at all.

The iconic slogan for the clothing chain French Connection, which captured the youth market, attracted the ire of parents, advertising watchdogs and judges and transformed the fortunes of the company, will be omitted in a new £3m advertising campaign.

The move has come amid claims that the FCUK logo has become tired and over-used, with the company's share price dropping by 10.7 per cent last month. Experts say the latest campaign is an attempt to invigorate the label.

The original FCUK campaign courted controversy from its launch in 1997. The industry watchdog, the Advertising Standards Authority, received 27 complaints straight after the logo's launch, while the American department stores Macys and Bloomingdales briefly banned products with the slogan from their shelves.

Mr Justice Rattee called it a "tasteless and obnoxious" acronym in a court case in 1999, while another judge sent home a juror for wearing the logo in court.