The fashion industry is a dominant market within popular culture. Successful clothing labels relate to a branding strategy including marketing, management and advertising. Graphic design is also an important factor in the development of this strategy. This book describes and analyses the process of developing and selling a fashion brand to the public, from the first designer label created, to the contemporary high street brands, and the different steps that make a brand popular. What are the key elements for a successful brand? And what is the relationship that is built between the brand and the customer? To finish, this essay covers a detailed case study of French Connection and its FCUK sub-brand, which shows a relevant example of a successful reversal of image. The brand went from dull to youthful and provocative thanks to a remarkable branding strategy.