VAIDEENI - Villagers in Vaideeni at the foot of Romania's Carpathian mountains are fuming at French luxury brand Louis Vuitton for "stealing" the design of their traditional blouse.
Maria Gioanca, one of two dozen women who still hand sew the black-and-white garment in the village, told AFP she "won't let the costume be stolen" for fancy beach wear.
Calls for luxury brands to acknowledge the inspirations of their designs have grown in recent years, as the fashion industry has been faced with accusations of cultural appropriation and exploiting the heritage of minority groups.
In Romania, activist group La Blouse Roumaine (The Romanian Blouse) has been asking brands since 2017 to come clean and "credit" the places of origin when their clothes are similar or inspired by Romanian folk costumes.
Dedicated to promoting the traditional "ie" blouse -- known to have inspired fashion designers like Yves Saint-Laurent, Jean Paul Gaultier and Kenzo -- their complaints have yielded mixed results.
In Vaideeni, many of the seamstresses had not heard of Louis Vuitton, but noticed the similarity to their traditional "ie" blouses right away when they saw a photo of the French brand's white linen blouse embroidered with black motifs for their new "LV by the Pool" collection.
Romania's culture minister asked the company last month to acknowledge the heritage.
Louis Vuitton declined to comment when contacted by AFP, but confirmed media reports that it apologised to Romania and stopped selling the blouse.
It no longer appears on the brand's website, and 20 as yet unsold blouses have been put aside, according to reports.
While the making of the Romanian blouse has been added to UNESCO's list of intangible cultural heritage in 2022, there is no patent on it, and there are different styles even among the same group of seamstresses.