Mark Formelle showcased future collections and got into a scandal again
Belarusian brand Mark Formelle presented its future collections for the second half of 2026 on June 14. Many liked the new items, but there were some unpleasant moments, writes Blizko.by.
The new items were shown by blogger Kseniya Sidarenka on Threads. This summer, the brand will release a collaboration with Belarusian hip-hop artist Mikita Karabyk, also known as Nkeeei. The collection will feature fluffy sweaters and hoodies, track pants, and much more.
By September 1, Mark Formelle will release a school uniform collection for boys and girls. White shirts, jumpers, trousers, blouses, skirts, ties, cardigans — all in accordance with the standards of the Ministry of Education and State Standard.
This autumn, a collaboration with Belavia airline will also be released, which will include four sets of sportswear. It was this presentation that sparked heated discussion online. For illustration, brand representatives used photographs by designer Darya Luchankova-Lebedzeva, which she created for her brand LSD Clothing.
“AI simply exists — generate anything for references, but why lift a finger when you can just take it, right? You are titans with enormous capabilities, why act so unpleasantly?” the girl complained on her page.
In the comments, many supported the designer:
“Let Belavia look at the ‘originality’.”
“I don't understand, is it written in their development plans: ‘Release some cringe every month’? Or how should this be understood? Like, bad publicity is also publicity, so let's release some situation every month that everyone will discuss.”
“Every month there's some disgrace from one of our big brands. I'm curious, is this a concept — to get into scandals simply because the marketing department or someone else doesn't know how to do their job?”
“Their marketing has been quite dull lately.”
“I haven't forgotten how they told short girls to shop in a children's store. Never stepping foot in that store again!”
The brand itself also commented under the publication. Mark Formelle representatives noted that they did not plan to pass off Darya's work as their own or copy items from the LSD Clothing brand. The photographs were used to convey the mood of the brand's mascot, whose announcement was originally planned as part of the collaboration.
However, many users were not satisfied with this response and advised Darya to contact lawyers for copyright protection.
Also this autumn, a collection for owners of curvy figures — Plus size edition — will be released. It will include several styles of trousers, hoodies, and shirts. The maximum size for products is 6XL.
Throughout October and November, the brand will release a collaboration inspired by childhood — collections based on the cartoons "Last Year's Snow Was Falling" (Падаў леташні снег) and "The Plasticine Crow" (Пластылінавая варона). As part of the work with "Soyuzmultfilm," not only clothing sets but also Christmas decorations featuring the characters from the stories will be released.
The presentation of new items concludes with the Apres-ski collection (translated as "After skiing"). This is a collective term for all entertainment, relaxation, and social events that take place at ski resorts after a day of skiing. The pre-winter collection will include themed hoodies, sweatshirts, insulated trousers, T-shirts, and socks.
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