French Connection’s new ad campaign for their spring and summer collection, featuring a violent martial arts fight between two women and a lesbian kiss, set to begin to coincide with London Fashion Week, aired for the first time last night and didn’t go unnoticed; the complaints are rolling in.

According to an ASA spokeswoman: “A lot of the complaints are about the violence but some are concerned about the sexual content, which refers to the lesbian kiss.

“Some are also complaining that it has been created just to shock and they feel that is a problem.”

She added that the ASA will be monitoring the ad and complaints over the next week before deciding whether to investigate.

The ad is part of a £2m campaign by Beattie McGuiness Bungay for French Connection’s spring and summer collection.

It is directed by David Bowie’s son Duncan Jones in the style of martial arts movies such as ‘Kill Bill’, under the slogan “fashion versus style”. The fight includes a headbutt and clothes being ripped off, as well as the kiss.