Balenciaga + Licensing = Um…

Talk about licensing messing up brand image -- I got a pitch in my inbox this morning that said:

AIR TAHITI NUI UNVEILS FRESH LOOK WITH NEW UNIFORMS DESIGNED BY FASHION POWERHOUSE BALENCIAGA

LOS ANGELES, CA, July 22, 2009 -- Air Tahiti Nui flight and ground crew are donning new uniforms this month designed by fashion powerhouse Balenciaga. One of the only airlines in the world to have its flight crew change after take-off from conventional suiting to more relaxed, traditional attire, Air Tahiti Nui hired Balenciaga to create a series of new looks in honor of its 10th anniversary.

Hm, interesting partnership, I thought, Balenciaga for Air Tahiti? Then I saw the photos and was flabbergasted -- has Nicolas Ghesquire completely lost the plot?

Well, turns out that the uniforms are designed and manufactured by "Balenciaga Uniforms," a brand license controlled by The Creation and Image Group, who also control the license for "Balmain Uniforms."

When I asked if "Balenciaga Uniforms" is related to Balenciaga in Paris, the publicist says, I quote: "It's a division dedicated to designing uniforms."

Tricky.

I remember reading, years ago, about how Calvin Klein ran their licensing before the company was purchased by PVH -- how Calvin and his business partner were incredibly meticulous about licensing agreements, maintaining 100 percent control of the brand image. Seems like a good idea to adopt, really, especially with a label like Balenciaga...