This month, French luxury fashion house Christian Dior was denied trademark protection for the shape of its well-known “Saddle Bag” purse in the European Union. The Saddle Bag, which Dior originally debuted in its Spring/Summer 2000 collection, exploded in popularity after its re-release in 2018. The luxury community quickly dubbed the iconic bag a Dior classic, and it topped the list of hottest women’s fashion products in the third quarter of 2018.
Nevertheless, the European Union Intellectual Property Office (“EUIPO”) refused to register the shape of the Saddle Bag as a trademark. In denying the application, the EUIPO stated that the mark “lack[s] distinctive character” and “does not, as a whole, deviate significantly from the norm or customs of the leather goods sector.”
In the U.S. Patent and Trademark Office (“USPTO”), Dior has pending Trademark Application Serial No. 90/635,020 which covers the shape of the flap or top portion of the Saddle Bag. The USPTO approved the application for publication in July.
 Q3 2018, The Lyst Index (https://www.lyst.com/the-lyst-index/2018/q3/) (last accessed Sept. 28, 2022 at 11:25 AM).