French Connection Australia rebrands as ‘Unison’

UK fashion brand French Connection announced on Monday its French Connection Australia operations will rebrand to ‘Unison’, a fashion label steeped in a relaxed modernity.

The Hong Kong-listed company said the new Unison fashion label is uniquely Australian and will “deliver effortless everyday style that captures the essence of Australia’s relaxed modern lifestyle,” according to a press release.

Designed in Melbourne “with a strong commitment to quality,” the brand will consist of Unison Essentials for both men and women, which will serve as the foundation to the brand’s offering, complemented by monthly capsule collections, showcasing curated seasonal updates, it added.

“We are thrilled to announce the relaunch of French Connection Australia into Unison, marking an exciting new chapter in our journey. The decision to relaunch as Unison stems from our desire to fully shape our narrative as a unique, vertical, Australian owned fashion brand. This allows us greater opportunity to grow the brand aligned
with our own strategic vision,” said Peter Halkett, CEO of Brandbank Group, the operator of French Connection in Australia.

“Unison embodies a contemporary and forward-thinking brand approach. We aim to provide customers
with an elevated shopping experience, both in-store and online. Our ethos is centred around empowering our customer to express their unique identities.”

Unison will unveil its new identity across its stores and online at unisonlabel.com on August 24.

The French Connection news comes one week after luxury fashion brand Paco Rabanne announced its rebrand to simply, Rabanne.