we.you.this

Fursac

The Brief

Fursac is a Parisian menswear brand with over 60 points of sale across France, Benelux and Switzerland, and part of the SMCP group that operates worldwide. With new international shop openings, Fursac asked us to ensure that their brand voice was just as meaningful in English as it is in French.

The Work

Fursac uses language in the same way that they make clothes - considered, carefully constructed and heavily grounded in 20th century French culture. But that’s not to say that it’s stuck in the past, anything but. Fursac’s world is culturally vibrant, inclusive and full of colour. Thanks to our deep understanding of popular and literary French culture, we created an English voice for Fursac that is as natural and intrinsically linked to its values and attitude as the original French. No clutter, no pretences - pure Fursac. And having started with the brand guidelines, we now make sure that this is felt across multiple touchpoints: editorial copy, press releases, product copy, internal training and more.

Brand guidelines:

Fursac’s language is many-layered and carefully constructed to guide your perspective. Our job was to pull the French guidelines apart and rebuild them in English for the international market. From purpose to positioning, values to vocabulary - we made sure that each element carries the same feeling and delivers the same impact in English as it does in French.

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Brand copy:

What goes into a garment, how to choose it, how to wear it? Fursac believes that clothing should celebrate the wearer, not the other way round. Everything they say is precise, succinct and full of intention. We quickly pinpoint the idea behind each piece of written work and rebuild the message in English so that it ticks in just the same way as the French does.

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Press Releases:

Fursac is active. Really active. From collaborations to shop openings, product launches to special projects, we are always on hand to make sure that what is shared in French is also felt in English.

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Collection books and internal communication:

And our involvement is not just limited to the customer-facing. We also help Fursac deliver their vision and values across their growing international retail network through video and written training material, collection reference books and store-level communication.

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