Balmain Fall Winter 2023-2024 Menswear “I love Louis Vuitton… or was it Gucci”. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: Balmain.
How I can forget about my little darling Olivier… who walks on his long slender blackish stilts. It’s been 3 days since he showed his new Fall 2023-2024 collection Menswear secretly in Paris in hotel Regina.
Doing things in the bathroom of hotel Regina, aren’t we?.. Ew, I don’t want to know.
So what was Olivier Rousteing doing in the bathroom? He was doing Chanel, Louis Vuitton and Gucci for Balmain Fall 2023-2024 Menswear.
Press-release reads: “With his Balmain Fall Winter 2023 Men’s collection, Creative Director Olivier Rousteing takes house codes to new dimensions. Presented in the private salons of a Parisian hotel (Regina), the elegant and audacious designs inspire signature Balmain New French Style.” They definitely meant bathroom. But what did they mean by “Balmain signature”? Founder Pierre Balmain never did Chanel or Louis Vuitton, or Gucci. He did Balmain.
What we see here is called hassling. Meaning Olivier Rousteing annoys us all by repeatedly copying Chanel, Louis Vuitton and Gucci. Now when Pharrell Williams took the throne of Louis Vuitton and fashioned himself an imperial bomber (literally) to look like a French King or Emperor, what Olivier Rousteing is gonna do? Aren’t you afraid, Olivier? Well, you should. He is not a tender, and he’s not doing things in the bathrooms…
What we see here apart from classic Chanel jackets is the Louis Vuitton / Gucci hybrid. Why hybrid? Because Olivier Rousteing makes “smart” copies now. Gucci makes very nice wool men coats but doesn’t make a damier canvas or chequerboard pattern. Louis Vuitton makes damier canvas but doesn’t make long wool coats with chequerboard pattern. So… Let’s make it…
To add here… 3 months ago Louis Vuitton lost IP Case. Trademark of Louis Vuitton for chequerboard pattern was cancelled. Meaning everybody can use it. In other words everybody can be Dapper Dan. Since Dapper Dan was promoted by Gucci 2017 Louis Vuitton had to proceed with 38,000 counterfeit lawsuits. Go figure…
EUIPO – European Union Intellectual Property Office
In case T-275/21, the GC confirmed the Boards of Appeal decision to cancel Louis Vuitton’s chequerboard pattern mark on the grounds that it had not acquired distinctiveness through use throughout the territory of the European Union.
In its ruling, the GC points out that public from Member States exposed to advertising campaigns published elsewhere – e.g. when travelling–, cannot be considered relevant evidence for assessing the public’s perception in the Member States concerned.
It also concludes that the fact that a website on which the mark is promoted is accessible in certain Member States isn’t sufficient to demonstrate that a significant part of the relevant public in those countries has been exposed to it.
And last but not least Olivier Rousteing made another “smart” marketing move on Asian pop stars boys: Patrick Nattawat Finkler and Captain Ateez Kim Hong Joong. Gifted them up to their elbows. 19-years old boys don’t know what they wear, they’ve seen it somewhere. Olivier Rousteing gave an idea….
So in this joyful note enjoy bathroom Balmain Fall 2023-2024 Menswear collection.
Oh yes, and this is After bathroom party – how elegant and classy Balmain looks today.