The rise in bootlegger design and how it works

By afaqs! news bureau, New Delhi, January 02, 2018
While new designers flout copyrighted logos, high fashion houses like Balenciaga dabble with low-brow existing brand logos on their products. Why?
Model and designer Michelle Song seen in New York wearing a Vetements DHL T-shirt this summer. Photograph: Daniel Zuchnik/Getty Images

When buzzy catwalk brand Balenciaga released its spring/summer advertising campaign earlier last month, it developed a humble carrier bag for German supermarket chain Edeka. The yellow and blue colours of the store's branding was reworked with the phrase "The Power of Dreams" and a Balenciaga logo.

Balenciaga designer Demna Gvasalia advocated this idea when he started off with own brand Vetements. The label produced a T-shirt in 2016 with the DHL logo on it which sold for $250. Gvasalia followed it up this year with a $2,150 bag for Balenciaga that looked remarkably like Ikea's 50p Frakta bag.

Others too are playing with this idea. Menswear designer Christopher Shannon produced a collection for autumn/winter using well-known sports brands. The Timberland logo, for instance, was reworked to say "Tumbleweed"

Is this bootlegging? Or do the existing brands being used know about it?

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