Fashion brand French Connection is scrapping its controversial FCUK logo from its advertising campaign, in favour of a more discreet approach.

The acronym is being ditched amid rumours over the brand's declining popularity with stockists and a drop in share prices.

The logo was the brainchild of ad-man Trevor Beattie, who realised its impact after seeing it on company stationery.

A company spokesman said French Connection was not dropping the logo itself.

He said:  "It will continue to be a central part of our brand for the foreseeable future".

He added that the company's new campaign, which makes covert references to the brand with statements such as 'A word beginning with F,' demonstrates the success of the slogan.