French Connection will relaunch its Australian operations as Unison. Credit: Andrew Meredith/commons.wikipedia.org.

Fashion retailer French Connection Australia has said that it will soon relaunch under a new brand identity, Unison.

The Brandbank Group, which operates French Connection Australia, said that the new identity will be “uniquely Australian” and will be designed in Melbourne.

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The new fashion label will include Unison Essentials for both men and women and offer monthly capsule collections.

Unison will introduce its new identity across its stores on 24 August. It will also launch online at unisonlabel.com.

As part of the transition, all French Connection Australia concept stores, as well as Myer and David Jones concession sites, will change to Unison stores over the next few weeks.

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Meanwhile, customers can continue to buy French Connection Australia products at www.frenchconnection.com.au and selected stores until products sell out.

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Brandbank Group CEO Peter Halkett said: “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.

“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.”

The clothing brand was founded in the UK in 1972 under the name French Connection UK.

The rebranding decision comes after the board of French Connection accepted a takeover bid from MIP Holdings in October 2021.