Saturday, September 10, 2011

Anti-advertising

French apparel company Lacoste – recognized by the green crocodile logo – have reportedly asked Norwegian police to prevent mass killer Anders Breivik wearing their brand in court. The label had written to Norway's police authorities to make the request, Norway’s Dagbladet newspaper reported.

Far-right extremist Breivik has admitted killing 77 people during bomb and gun attacks in July (check out my blog posting dated July 26, 2011).



Breivik – who has apparently said Lacoste is his favourite brand – has been pictured wearing the label since his arrest. On his way to be questioned over the killings, Breivik was pictured wearing a red Lacoste jumper. In addition, he was wearing a black Lacoste sweater in other publicly available images. See photos above.

Lacoste has not yet commented on the reports that they are worried by the association with their brand.

The move by the clothing company follows that of US brand Abercrombie and Fitch – known for the squeaky-clean, all-American look of its models – which had offered to pay the rowdy, hard-partying cast of MTV reality show The Jersey Shore not to wear its clothes. The show – already in their fourth season – portrays the loud, hedonistic, mostly Italian-American cast carousing in the US state of New Jersey. It singled out one cast member in particular – Mike "The Situation" Sorrentino – who supposedly had this penchant for the label, saying he could cause "significant damage to our image".

The company describes their Abercrombie and Fitch brand as "rooted in East Coast traditions and Ivy League heritage" and "the essence of privilege and casual luxury" – saying the MTV show’s association with the clothing was contrary to the "aspirational nature" of their brand and might be "distressing" to the brand's fans.

They had also offered money to MTV producers to encourage the cast to wear different brands. MTV did not immediately comment on the company's offer.

Hmmm, whatever happened to the adage any publicity is good publicity?

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