Chanel Releases Joint Ad With Saint Laurent on Tackling Plagiarism
Less than a year after one called out the other for imitating its iconic tweed suits.
Last year, Chanel‘s president Bruno Pavlovsky called out Saint Laurent for including tweed suits similar to the house’s iconic designs in its Fall/Winter 2021 collection. Now, the two houses have joined forces to launch an ad featuring a statement on their commitment to fighting plagiarism.
“French fashion and couture houses are essential elements of the heritage of France. Their creativity, savoir-faire and their ability to inspire millions of people around the world contribute to the global influence of French industry,” the two brands wrote in the ad featured in WWD. “We must protect true creativity and ingenuity from parasitical companies whose business models depend on plagiarism and counterfeiting.” The statement further read: “Chanel and Saint Laurent also have a long history of mutual respect and are aligned and support each other in defending creation against all attempts from actors whose business models undermine or dilute the value of their creations and investments.”
Prior to the joint initiative, Pavlovsky had said in an interview: “How sad to see a brand like that parasite another brand. Saint Laurent is a magnificent brand.” He mentioned that Saint Laurent was “spong[ing] off” Chanel, adding that “customers won’t be fooled” and “will decide which brand makes the most beautiful tweed jacket.”
After releasing the ad, Chanel told WWD that it was not directed at any company in particular. The brand stated: “Our two houses have a deep respect for their peers and for all the houses that contribute to the reputation and excellence of French and international couture… Both houses are aligned and, where appropriate, will support each other in defending creativity from parasitical business practices.”