Ad sets out to shock.
The fashion label's latest television and cinema ads show two women kissing and ripping each other's clothes off in between exchanging kicks and punches.
The pounds 2m campaign - under the slogan "Fashion versus Style" - has been launched following stagnant sales announced last year.
It previously enjoyed great success with the suggestive logo FCUK - an abbreviation of French Connection United Kingdom - but announced last year that it was being scaled back in favour of something "more subtle".
The new short film, directed by singer David Bowie's son Duncan Jones, shows blonde and brunette models battling it out in a dingy basement.
The film will reportedly be shown on terrestrial TV during the Brit Awards - after the 9pm watershed. It will also appear in cinemas.
Other billboard ads show women dressed in French Connection clothes and coming to blows.