Dolce & Gabbana go bananas over Dolce… and Banana

Columnist

Italian luxury label Dolce Gabbana fail to see the funny side of a South African jewellery store called Dolce and Banana.

BY Olivia Bergin
30 March 2012

Domenico Dolce and Stefano Gabbana


Domenico Dolce and Stefano Gabbana
Photo: VLADIMIR POTOP

We can think of a few puns involving several luxury brands names, but perhaps none quite as real – or costly – as the aforementioned ‘Dolce Banana’.

Costume jeweller Mijou Beller has been trading under the name from her seaside location near Cape Town, South Africa, for 12 years, but has incurred the wrath of the Milanese fashion label, Dolce Gabbana.


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WWD
report how Beller has been served with a lawsuit by the Italian brand, even though she has since modified the name of her store – which was unsurprisingly a hit with tourists photographing themselves before her shopfront – to simply, ‘Banana.’

The affidavit accuses Beller of “objectionable conduct” and “diluting” the Milan Fashion Week brand’s namesake.

“The name Dolce and Banana makes a mockery of the well-known trademark Dolce Gabbana,” read the complaint, filed to the Cape Town High Court.


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Beller has claimed that she cannot afford to fight the 100,000 Rand lawsuit (approx £8,140), and responded by rebranding her business to Banana.

Dolce Gabbana’s local legal representatives claim Beller ignored two previous warnings, the first one apparently issued six years ago.

In a bid to save herself and her business, which sees her fashion beads and wood into necklaces and bracelets, Beller has taken to Twitter to address designers Domenico Dolce and Stefano Gabbana directly, writing: “Dear Stefano, please let us be. And visit us in Cape Town. I have always admired your famous sense of humor so present in your brand and in your designs. And although I appreciate that Dolce Gabbana is a very successful commercial enterprise, I fail to understand why Dolce and Banana is a threat.”

Somehow, ‘Sweet and Banana’, the literal English translation of Beller’s handicraft store, doesn’t have quite the same to ring to it.

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