ARBRE MAGIQUE SUES BALENCIAGA.

New legal troubles for Balenciaga. The Kering Group fashion house continues to spark controversy for its choice to draw inspiration from “pop” consumer products for its designs. Following its luxury versions of the Ikea bag, Balenciaga—led by designer Demna Gvasalia—has now released a pine-shaped keychain that appears to be inspired by the famous Arbre Magique car air fresheners. The Balenciaga keychain is on sale for 195 euros in light blue, pink, green, and black and is made of soft calfskin, while the air freshener costs 1.66 euros.

Car-Freshner Corporation and Julius Sämann Ltd, the owners of the Arbre Magique products, have therefore decided to sue the Kiering Group for failing to seek permission to use the famous colorful pine tree, unlike other brands that have entered into a partnership.

The famous stylized fir tree logo has already been adopted by other companies that produce products other than air fresheners, including the Anya Hindmarch brand, though always in agreement with Car-Freshner Corporation and Julius Sämann Ltd.