If pesky trademarks have been stopping you from being a meat-grilling European entrepreneur, then boy do I have some good news for you. The European Union has revoked McDonald’s Big Mac trademark. The European court essentially ruled that McDonald’s was not using its trademark correctly and thus others could begin taking it up. The case stems from the ubiquitous restaurant chain trying to stop an Irish burger joint called Supermac from using its name.
While this is certainly a big win for Supermac, given that it doesn’t have to change its branding, this ruling also means that the Big Mac trademark in Europe is currently null and void. So, if you want to make a French burger option that has the words “big” or “mac” in it, now would be the time. Might I suggest a burger called the “Big ol’ mac a doodle”? It has a ring, no?
Historically, McDonald’s has been extremely litigious with its trademarks. Reuters reports that it has gone after a dentist who offered services called “McDental” and another company who tried to trademark “MACCOFFEE.” Usually, the company is successful in protecting its IP domain, but this time Supermac prevailed.
In a statement to CNBC, McDonald’s said it plans to appeal the decision. “We are disappointed in the EUIPO’s decision and believe this decision did not take into account the substantial evidence submitted by McDonald’s proving use of our BIG MAC mark throughout Europe,” the spokesperson said.
But until that happens, get your butt to Europe and start selling some Big Mac burgers!
Sexy lingerie was so 2018.
It’s one of the reasons Victoria’s Secret is struggling. In the post-#MeToo era, women haven’t been keen on the brand’s oversexualized marketing, which focuses more on the male gaze than on women’s comfort. The brand’s annual fashion show, featuring models in angel’s wings and diamond-encrusted bras, had historically low ratings last year. There have been petitions and full-page ads in the New York Times decrying Victoria’s Secret’s lack of body inclusivity. And all this is having an impact on the brand’s bottom line, earning Victoria’s Secret the name “the Sears of brassieres.”
The Blind Date Kit and The Goodnight Kiss Kit
And yet, somehow, Suzanne Macbale, a former Victoria’s Secret executive, decided that now was the right time to launch her own lingerie brand, LoveSuze, that is even more sexually charged than Victoria’s Secret. Her brand’s conceit is that it only offers one size. How does this work according to the rule of physics, you might ask? Well, the pieces don’t cover a lot. In fact, the bra section only features one bra–which is made of sheer lace–and the two other “garments” (if you can call them that) are nipple covers. The kind a stripper might wear.
The Late Night Masquerade Kit
Macbale makes the case that the sizing of her products makes them more inclusive. “Our one-size technology and elastic simplifies lingerie, so you can focus on why you’re wearing it in the first place,” she writes in an email. “My goal for the brand is to be accessible to everyone: men, women, transgender men and women, and the entire LGBTQ community.”
She then goes on to explain her approach to sexuality: “There’s nothing wrong with being sexy, but what’s wrong is advertising that there is only one look or one way to be sexy, and that’s not what LoveSuze is about.”
However, when you look at the pieces in the LoveSuze collection, they are very clearly reminiscent of a boudoir, or, more crudely, a strip-show aesthetic. It’s a very narrow vision of sexuality, one that focuses not on the wearer’s comfort, but on the viewer’s pleasure. A nipple cover, after all, provides absolutely no support. It’s entirely there to titillate your partner. In the current climate, these clothes promote a retrograde idea of sexuality.
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#sundayfunday before the Monday blues. Total Flirt Gift Set available now at #lovesuze
A post shared by LoveSuze (@lovesuzenyc) on Jan 13, 2019 at 12:02pm PST
Even men’s shaving brand Gillette, which once promoted toxic masculinity, is adjusting its message for this new era. Isn’t it time women’s lingerie brands do the same?
WASHINGTON (Jan 16): The United States is closely watching Chinese intentions toward Taiwan, concerned that Beijing’s growing military prowess may increase the risk it could one day consider bringing the self-ruled island under its control by force, a U.S. official said on Tuesday.