Fashion weeks in India seem to be doing a lot more than promoting designers. Lakme Fashion Week in Mumbai will see French Connection UK (FCUK) being introduced in India after establishing itself as one of the strongest brands across Britain and 25 other countries. Brought in by Murjani Group, FCUK will be available across India through a combination of exclusive stores as well as department stores. Says Dhiresh Sharma, business head, French Connection, “Given FCUK’s broad-based appeal, the retail strategy will focus on ensuring wide accessibility to potential consumers. The point of sales will include a blend of exclusive stores as well as department stores. It is important to note that we will be bringing to life the typical FCUK retail environment wherever FCUK will be retailed.” The Murjani Group will be making a sizeable investment towards building the brand in India. This investment will include marketing and retail development, as also developing a talent pool so as to reflect the brand values. Talking about customising the brand to suit the Indian body fit, Sharma adds, “FCUK is a global brand and it is present in 25 countries across the world. Factors such as understanding body types, garment fits, etc., are taken into account during the design stage and the garments should, hence, be well-suited to the Indian market. However, wherever necessary, changes in garments are made as per the local market requirements.” The collection presented at Lakme Fashion Week will be a combination of women and menswear. The theme for women’s wear will revolve around bright and prominent prints, whereas men’s wear will concentrate around retro sportswear.