Chanel and Saint Laurent launch joint ad against plagiarism

There is strength in numbers, or so they say. You may wonder why we started this article mentioning this saying, well, the reason why we do so is none other than the relationship between this saying and the Chanel/Saint Laurent case. But if by any chance you don’t know what it’s all about, don’t worry, we’ll tell you.

This all started last year when Chanel president Bruno Pavlovsky filed a complaint against the French luxury brand Saint Laurent for including tweed suits similar to the maison’s iconic designs in its Autumn/Winter 2021 collection. Surprisingly, after all this and the statements Pavlovsky made about S.L. (“how sad it is to see such a brand parasite on another brand. Saint Laurent is a magnificent brand” and “customers will not be fooled, they will decide which brand makes the most beautiful tweed jacket”) the two houses have joined forces to launch an advertisement with a statement about their commitment to fight against 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.”

After releasing the ad, Chanel told WWD that it was not directed at any particular company: “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.”

What do you think of this latest move by Chanel and Saint Laurent? It’s clear that the world of fashion, however fanciful it may be, has its share of reality, because as they say: if you can’t beat your enemy, join him.