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(E)-Stilbene hydrophobic fluorophores possessing long perfluorinated or hydrocarbonated chains have been prepared through a stereoselective Wittig-Schlosser reaction. When covalently grafted upon paper, they give rise to a fluorescent-labeled paper upon irradiation with UV light. The hydrophobicity and oleophobicity of the fluorous (E)-stilbene derivative furnish self-cleaning properties. Application in the detection of money counterfeiting is envisioned. Image 1 • A new family of fluorescent (E)-stilbene derivatives have been prepared in a real simple and straightforward way. • The fluorescent (E)-stilbene derivatives were covalently grafted upon paper giving rise to a photochromic paper. • The hydrophobicity and oleophobicity of the fluorous (E)-stilbene derivative furnish self-cleaning properties. • This approach can have a real application in the detection of counterfeited paper money. [ABSTRACT FROM AUTHOR]