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Category: Fashion

Retail News Asia is committed to providing both local and global retailers with the latest Fashion news throughout the Asian market. This on a daily base.

  • Aussie sunscreen brand Ultra Violette debuts in the Middle East

    Aussie sunscreen brand Ultra Violette debuts in the Middle East

    Australian sunscreen brand Ultra Violette is set to expand its global presence with a launch in the Middle East through retail giant Sephora.

    The expansion marks a significant milestone for the brand, reaching 25 countries and more than 250 stores worldwide, including Australia, New Zealand, the UK, Europe, Southeast Asia, and now the Middle East.

    Ultra Violette’s debut in the Middle East will see its full range available in 89 brick-and-mortar Sephora stores across five countries, including a brand fixture in the retailer’s highest-volume store, the Dubai Mall.

    Founded by Ava Mathews and Bec Jefferd in 2019, the brand aims to redefine sunscreens with a collection designed for those who dislike using traditional SPF products.

    Its Skinscreens range combines innovative textures, skin-enhancing ingredients, and compatibility with other skincare and makeup products, which, in turn, garnered the brand a “cult following”.

    Earlier this year, the company expanded its presence in Europe and with products available in more than 450 Sephora stores across multiple countries, including France, Spain, Italy, Poland, the Czech Republic, Portugal, Greece, Germany, and Switzerland.

    Ultra Violette initially partnered with Sephora ANZ in 2020, and the collaboration has helped grow the brand significantly since.

    “Our ultimate goal is to bring Ultra Violette to as many faces in as many countries as possible worldwide,” said Mathews.

    “The Sephora global team has been incredibly supportive in championing an Australian brand, and we are thrilled to expand within their network in the Middle East, with Sephora being the number one prestige beauty retailer globally.”

    In addition to Sephora, Ultra Violette’s products are available in major beauty and luxury retailers worldwide, including SpaceNK, Harrods, Liberty, Cult Beauty, and David Jones.

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  • Inditex sees higher sales, profit across all brands

    Inditex sees higher sales, profit across all brands

    Zara owner Inditex on Wednesday beat expectations with a 40% jump in half-year net profit despite the world’s biggest fast fashion company slowing the pace of its price increases.

    Inditex has widened its lead over Swedish rival H&M this year by delivering fashion trends faster from nearby suppliers at prices that allow it to cope with inflationary pressures. The company posted a net profit of 2.5 billion euros ($2.7 billion) for the six months to July 31, outpacing a 2.38 billion euro market forecast, according to data from LSEG.

    However, its shares fell 1.5% in early trading in Madrid as investors booked profits following a 58% rise over the past year.

    “Given recent performance, many investors just question how long the strength can go on for,” said Bernstein analyst William Woods.

    Most analysts expect Inditex’s strong financial position will allow it to keep prices stable or even cut them in the face of weakening demand and lower inflation

    The retailer’s flagship brand Zara plans further store expansion in the United States, a market that two years ago became Inditex’s biggest after Spain.

    Inditex sales rose 13.5% to 16.9 billion euros and a gross margin of 58.2%.

    The group, which also owns Bershka, Pull & Bear, and other brands, said sales at constant currencies between Aug. 1 and Sept. 11 were 14% higher than a year earlier, showing that the pace of summer sales continues as autumn collections start to arrive.

    “I expect pricing increases to moderate now through the course of the next year,” said RBC analyst Richard Chamberlain, adding that the results beat his expectations.

    With a big share of its costs in euros, Inditex said it expects currencies to have a -3.5% impact on sales this year, worse than the -2.5% impact it expected previously.

    The company kept its outlook unchanged, saying it “continues to see strong growth opportunities” as it currently has low market share in the 213 countries where it has a presence.

    Inditex was among the first fashion retailers to raise prices in response to surging inflation early last year. Its higher and more diverse pricing strategy outside its home market of Spain helped it post record margins.

    With inflation easing, analysts at Bank of America and the Royal Bank of Canada are betting that Inditex is better placed than its peers to compete by offering stable prices and even lowering them next year to continue growing globally.

    Worldwide Inditex reduced its stores to 5,745 from 5,801 in the second quarter, showing how the retailer has managed to increase sales while reducing space.

    Zara has sought to attract more aspirational shoppers by associating its brand with luxury instead of fast fashion. Last week it launched a collection with celebrated fashion photographer Steven Meisel, with a campaign featuring supermodels, including Linda Evangelista.

    Since July, Inditex has been renewing anti-shoplifting devices at its stores, replacing tags with chips sewn into garments in the autumn and winter collections, the company said.

    The switch to a soft-alarm system aims to reduce checkout times by up to 50%, though only a few items have them now.

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  • Bondi Sands expands presence on US shores with Walmart launch

    Bondi Sands expands presence on US shores with Walmart launch

    Australian tanning brand Bondi Sands is expanding its presence in the US market with a nationwide launch in Walmart. This partnership represents the eighth major US retailer to list the brand’s product range within the past six years.

    Walmart will make eight of Bondi Sand’s bestsellers available – in-store and online – including the Self Tanning Foam, Self Tanning Foam 1-Hour Express, Everyday Gradual Tanning Milk, and Self Tan Eraser.

    Through this expansion, the company said it aims to make salon-quality, affordable, vegan, and cruelty-free tanning products accessible to a broader audience.

    “We are thrilled to cultivate a new relationship with Walmart and introduce our self-tanning range to a new category of shoppers,” said Blair James, co-founder of Bondi Sands.

    “Propelling our global presence with Walmart is an unmatched growth opportunity for us, and we’re excited to offer the beauty consumer what they’re looking for – salon quality tanning products at an affordable price.”

    Established in 2012, Bondi Sands offers a range of self-tanning and suncare products.

  • Freshwater Farm launches Indigenous-inspired products

    Freshwater Farm launches Indigenous-inspired products

    Freshwater Farm, the family-run bath and body care company, has launched limited-edition products designed by an Indigenous artist to commemorate a partnership with the Indigenous Literacy Foundation (ILF).

    Worimi artist Brittney Paulson made the limited edition packaging designs. The artwork is present on six items, including the body bars, hand washes, and 1L body washes from Freshwater Farm with Lemon Myrtle and Rosewater.

    Paulson added that this is her second time working with Freshwater Farm to produce these special items that honor her background.

    Freshwater Farm will donate 50 cents for every limited edition product purchased to the ILF, up to $50,000, which will be used to provide 5000 books to children in isolated Indigenous communities.

    “The farm where we grow many of the plants which are used in our products is based on Worimi Country on the NSW Mid North Coast,” said Freshwater Farm GM Al Hutcherson.

    “This is the second year running where we’ve donated to the Indigenous Literacy Foundation, to acknowledge the Worimi Aboriginal Community as the Traditional Owners of the land that Freshwater Farm is on.”

    The Indigenous Literacy Foundation (ILF) is a national non-profit organization that works with Aboriginal and Torres Strait Islander remote communities in Australia.

    The products are available for purchase through the brand’s website, as well as in-store and online at Woolworths.

  • L’Oreal names Adrien Koskas GM for consumer products

    L’Oreal names Adrien Koskas GM for consumer products

    Cosmetics giant L’Oreal has named Adrien Koskas as GM for the consumer products division (CPD) of its South Asia-Pacific, Middle East and North Africa regions (SAPMENA).

    Koskas will report directly to Vismay Sharma, president of SAPMENA, based in Singapore, in his new role.

    L’Oreal’s CPD houses four of the company’s major brands: L’Oreal Paris, Maybelline New York, Garnier, and NYX Professional Make-Up.

    Described as a “pioneering brand builder,” Koskas brings extensive experience in global leadership and marketing to his new role, with an 18-year career at L’Oreal.

    He previously served as the global brand president of Garnier since 2019, where he achieved record growth and launched Green Beauty, the flagship brand for the group’s sustainability commitment.

    Koskas has also held various leadership positions in France, Brazil, and the UK, including serving as GM, CPD for L’Oreal UK & Ireland.

    “With 3 billion people, SAPMENA is a highly strategic region full of opportunities and new ways to engage with young, digital and beauty-savvy consumers who represent many cultures and beauty aspirations,” said Koskas on his new appointment.

    “It is also the perfect environment to embrace cutting-edge innovations in many fields to deliver our high growth ambition.”

    Koskas succeeds Manashi Guha, who takes on a new role as MD, CPD for L’Oreal UK & Ireland.

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  • H&M Indonesia Boosts Productivity, Compliance, Employee Engagement, and Sustainability with YOOBIC

    H&M Indonesia Boosts Productivity, Compliance, Employee Engagement, and Sustainability with YOOBIC

    H&M Indonesia today revealed outstanding results from its partnership with YOOBIC, the leading employee experience platform for frontline teams in the retail and hospitality spaces. Adopted across the global retailer’s more than 60 stores and 290 frontline staff in Indonesia, YOOBIC’s all-in-one solution has significantly elevated employee engagement, communication, and productivity, as well as enhancing efficiency, compliance, and sustainability.

    Recognizing the considerable progress made since rolling out YOOBIC in 2022, H&M Indonesia received the coveted “Project Launch of the Year” title at this year’s YOOBIC Frontline Excellence Awards. The judges commended the retailer for achieving an impressive 99% user engagement rate and 97% compliance in operational, visual, and cash office standards since implementing the YOOBIC platform.

    The adoption of YOOBIC’s comprehensive frontline employee experience platform has greatly improved communication within H&M Indonesia. With features like private messaging, video calls, and group chats, staff members can easily interact with each other, fostering a strong sense of community and teamwork. Social media-style newsfeeds further enhance this environment by providing a space for co-workers to share announcements, success stories, and sources of inspiration. Frontline staff can also use the platform to directly communicate with store managers and company leaders, sharing advice, concerns, and feedback.

    Armed with YOOBIC’s unified digital platform, H&M Indonesia’s customer-facing staff also have the ability to automate and expedite manual tasks, enabling them to better manage their time and focus on higher value objectives, including building customer relationships. The clothing brand’s retail leaders, meanwhile, have hailed YOOBIC’s digitization of daily operations as a game-changer. Electronic checklists give store managers the ability to easily follow their team’s task completion, while the inclusion of real-time analytics and automated dashboards allows for the tracking of key performance indicators (KPIs) and compliance by HQ, ensuring that shopper experiences consistently meet the highest standards across all locations.

    YOOBIC’s extensive L&D capabilities have proved a hit with H&M Indonesia as well, bolstering the company’s dedication to ongoing employee growth. Store leaders can now seamlessly integrate training into their team members’ workflows, delivering interactive courses directly to their mobile devices in easily digestible chunks. This microlearning approach is enriched with data, providing managers with comprehensive insights into their employees’ progress and needs.

    “With YOOBIC, we’ve been able to harness frontline digitization and real-time analytics to solve a number of stubborn operational challenges, including difficulties around communication, productivity, compliance, and training,” said Karina Soegarda, Communications Manager, H&M Indonesia. “YOOBIC’s digitization of manual processes has also allowed us to cut paper usage by 30%, boosting our company-wide commitment to greater sustainability.”

    “Through real-time data sharing and digital task management, H&M Indonesia boosted productivity, launched 25 campaigns in six months, and elevated decision-making with analytics, all while making a significant reduction to paper usage,” said YOOBIC’s Paul Mabire, Head of Sales, APAC. “We’re proud to partner with a brand so committed to operational excellence and employee engagement — we can’t wait to keep innovating together!”

    YOOBIC’s collaboration with H&M Indonesia is an important element of the company’s wider expansion strategy in the Asia Pacific (APAC) region. According to the CBRE Asia-Pacific Retail Flash Survey report of January 2023, 71% of APAC retailers are planning to expand or open new stores this year. By 2025, retail sales in Southeast Asia, Australia, and New Zealand are projected to reach $1.77 trillion, positioning the region as the fourth-largest global market by 2050.

    YOOBIC stands ready to support APAC’s retail boom, providing a mobile-friendly and digitally-enabled workplace experience that enables retail staff to excel while fostering engagement and loyalty. YOOBIC’s comprehensive platform for frontline employee experience has been extensively tested and proven successful in hundreds of thousands of retail stores worldwide. Constantly evolving with product innovations and incorporating new technological features including AI features, YOOBIC effectively drives frontline employee communication, training, and operations, meeting the evolving needs of the industry.

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  • Shein x Klarna Collaborate to Create One-Stop Pop-Up Shop in Melbourne

    Shein x Klarna Collaborate to Create One-Stop Pop-Up Shop in Melbourne

    Global integrated fashion and lifestyle marketplace, SHEIN and leading buy now, pay later service, Klarna are collaborating to launch Styletopia, the ultimate pop-up shopping experience.

    The pop-up will showcase SHEIN’s on trend and affordable clothing and accessories for all genders and ages, with a wide size range on offer, as well some of SHEIN’s newest collections across beauty, home, activewear, electronics, shoes and even some cute outfits for pets!

    A DJ will be playing tunes while shoppers will also get to enjoy a beauty bar, photo booth, complimentary coffee from the  Styletopia Cafe and a custom tote-bag personalisation station.

    The pop-up partnership, which has been a hit in overseas markets, is the first one of its kind in Australia.

    The SHEIN x Klarna one-stop pop up store will be located at Clifton Street Markets, 41- 43 Clifton St, Prahran, Melbourne and will be open from 10am to 6pm from Friday 8th September to Sunday 10th September 2023.

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  • H&M probes alleged Myanmar factory abuses as pressure intensifies

    H&M probes alleged Myanmar factory abuses as pressure intensifies

    H&M is investigating 20 alleged instances of labour abuse at Myanmar garment factories that supply the world’s second-largest fashion retailer, it told Reuters, just weeks after top rival Zara-owner, Inditex, said it was phasing out purchases from the Southeast Asian country.

    A British-based human rights advocacy group tracked 156 cases of alleged worker abuses in Myanmar garment factories from February 2022 to February 2023, up from 56 in the previous year, indicating a deterioration of workers’ rights since a military coup in February 2021.

    Wage reduction and wage theft were the most frequently reported allegations, followed by unfair dismissal, inhumane work rates, and forced overtime, according to a report by the non-governmental organisation, the Business and Human Rights Resource Centre (BHRRC).

    “All the cases raised in the report by BHRRC are being followed up and, where needed, remediated through our local team on the ground and in close co-operation with relevant stakeholders,” H&M said in a statement.

    “We are deeply concerned by the latest developments in Myanmar, and we see increased challenges to conduct our operations according to our standards and requirements,” the Swedish retailer said.

    The BHRRC has been tracking allegations of workers’ rights abuses in garment factories since the military junta took power in Myanmar, plunging it into political and humanitarian crisis. The tracker includes abuse cases at 124 separate factories.

    The BHRRC said it tracks cases of alleged abuses through sources including union leaders, international media, and local media such as Myanmar Labour News, and seeks to verify reports by checking with brands and interviewing workers. Reuters did not independently verify its findings.

    There have been 21 cases of alleged abuses linked to Inditex suppliers over the two-year period, and 20 linked to H&M suppliers, according to the report. Inditex declined to comment on the report.

    A spokesperson for Myanmar’s military government did not reply to a request for comment on the findings. The Myanmar Garment Manufacturing Association did not reply to a request for comment.

    The decision by Inditex to exit came after Primark and Marks & Spencer announced plans to exit last year, in a trend that some say could ultimately leave garment workers worse off. Spanish fashion retailer Tendam also plans to stop sourcing from Myanmar, it said in its response to a BHRRC survey of brands published alongside the report.

    “We do have a plan to leave the country but it has not been announced yet,” Tendam wrote, without detailing its reasons. Tendam did not immediately reply to a request for comment.

    Primark told Reuters it expects its final orders from Myanmar suppliers to ship before the end of this year, but has also increased its presence on the ground. “As we work towards our exit, we’ve doubled the size of our Ethical Trade team on the ground, enabling us to more regularly visit the factories we still work with and giving us greater visibility,” Primark said.

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  • Gentle Monster to launch in Thailand

    Gentle Monster to launch in Thailand

    Set to open this August 25, the first flagship store in Thailand will occupy a 340 sqm space in Emquartier, marking another milestone for the luxury brand’s success. Drawing inspiration from its signature futuristic and avant-garde aesthetics, the store promises to echo the brand’s experimental approach to design.

    Gentle Monster’s fans can eagerly anticipate an array of exclusive offerings, including the Bold Collection with its galactic motifs and the collaborative collections with the French luxury house, Maison Margiela.

    To commemorate its store launch in Bangkok, the brand is set to release a ‘Bangkok Limited Edition’ collection this coming September.

    Originating from Seoul in 2011, Gentle Monster, founded by Hankook Kim, has consistently captivated audiences with its unconventional beauty and boundary-pushing designs.

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  • Marimekko drafting SEA expansion, by entering Vietnam and Malaysia

    Marimekko drafting SEA expansion, by entering Vietnam and Malaysia

    Finnish lifestyle brand Marimekko is accelerating its expansion plan in Southeast Asia, eyeing entering Vietnam and Malaysia this year under a franchise partnership with Jaspal Group.

    The expansion, which will include the launch of online stores in both markets, comes after the brand disclosed its Singapore debut with the first store scheduled to open at Ion Orchard next month.

    “These fast-growing markets provide interesting opportunities for Marimekko’s international growth and hence support our company’s objective to scale the Marimekko business in the upcoming years,” said Natacha Defrance, Marimekko’s senior VP of Sales, Region East.

    While Marimekko’s first Vietnam stores are set to open in the Lotte Mall Westlake in Hanoi and Takashimaya shopping mall in Ho Chi Minh City later this year, the brand’s first stores in Malaysia will be located in Suria KLCC mall at Petronas Twin Towers and in The Exchange TRX mall.

    Marimekko will join Jaspal Group’s portfolio of brands, including Diesel, Melissa and Asics. The Thai retail operator has a presence in four Asian countries.

    “We see a growing interest in Asia towards the Finnish design house renowned for its bold prints and colours, so now is a good time to make Marimekko available to local consumers and tourists alike in Vietnam and Malaysia,” said Yosathep Singhsachathet, deputy CEO at Jaspal Group.

    The Finnish lifestyle brand said Asia, where it has seen growing demand for its products, is its most important geographical area for international growth. The brand has 80 stores and shop-in-shops in Asia Pacific.

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  • Canada probes Ralph Lauren on alleged use of forced labor in China

    Canada probes Ralph Lauren on alleged use of forced labor in China

    Canada’s corporate ethics watchdog said on Tuesday it was investigating Ralph Lauren’s Canada unit to probe allegations the apparel retailer’s supply chain and operations in China used or benefited from the use of Uyghur forced labor.

    The Canadian Ombudsperson for Responsible Enterprise (CORE) said it had published an initial assessment report after complaints filed by a coalition of 28 civil society organizations in June 2022 against the Polo shirts maker.

    CORE said the report published detailed allegations the company had supply relationships with Chinese companies that use or benefit from the use of Uyghur forced labor.

    The watchdog said it was also looking into similar allegations for Canada-based mining and property investment firm GobiMin.

    Ralph Lauren and GobiMin did not immediately respond to Reuters’ requests for comment.

    A similar investigation was launched by CORE into Nike Canada and Dynasty Gold in July over allegations they have or had supply chains or operations in China identified as using or benefiting from the use of Uyghur forced labor.

    In the last couple of years, several large US and Canadian multinational companies have been accused of using Uyghur forced labor either directly or in their supply chains.

    CORE monitors and investigates human rights abuses mainly by Canadian garment, mining and oil and gas companies operating abroad.

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  • Bulgari opens concept store in Tokyo’s Omotesando

    Bulgari opens concept store in Tokyo’s Omotesando

    Luxury jeweller Bulgari has opened its concept store on one of the most bustling shopping streets in Japan’s Tokyo, Omotesando.

    The store is inspired by Rome and has yellow as the dominant colour flowing throughout the store, seeking to deliver the sensation of a vacation to the Italian capital, with sunshine and great architecture.

    The store boasts a saffron-coloured facade with a variety of accessories such as necklaces, watches, and bags.

    Bulgari originally opened its doors in Japan more than 37 years ago, and in 2007, it opened its largest store in Tokyo’s famed Ginza retail district.

    The company now operates in major cities in Japan including Sapporo, Sendai, Tokyo, Yokohama, Chiba, Nagoya, Kyoto, Osaka, Kobe, Okayama, Hiroshima, Matsuyama, and Fukuoka.

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  • L’Occitane enters trading halt ahead of probable takeover bid

    L’Occitane enters trading halt ahead of probable takeover bid

    Hong Kong-listed cosmetics giant L’Occitane International has entered a trading halt – fuelling speculation that the company’s controlling shareholder is about to launch a takeover bid ahead of a delisting.

    Bloomberg reported on July 25 that L’Occitane’s Austrian billionaire chairman Reinold Geiger, whose interests control 70 percent of the issued stock, was mulling buying out minority shareholders. The news agency cited sources that requested anonymity.

    Today, Bloomberg said an offer is “possible” at about US$4.48 per share, representing a 37 percent premium to the company’s closing price on Tuesday.

    In June, the company reported 19.8 percent growth in net sales for the year to March 31 to surpass US$2.33 billion, but a decline in operating profit of 23 percent to $261.12 million, largely due to impairments. During the past year, L’Occitane’s share price has shed 20 percent of its value to about $4 billion.

    L’Occitane’s recent sales growth has been largely driven by its Brazilian brand Sol de Janeiro – now the group’s second-largest label behind its namesake, achieving sales growth of 135.2 percent last year – and another spinoff brand, Elemis collagen creams. At the end of March, L’Occitane bought Australian skincare brand Grown Alchemist for an undisclosed sum and promptly set about expanding its reach and store network. Its other labels include the Korean skincare brand Erborian and the French organic beauty label Melvita.

    This would not be the first time the company has considered going private. In late 2018, US-based private equity group Advent International – which this week acquired a majority stake in Australian fashion brand Zimmermann – reportedly enquired about acquiring the company, which then had an estimated market value of US$2.7 billion.

    According to Bloomberg data, L’Occitane was listed in 2010 with an IPO that raised $787 million. The news agency said Geiger was also considering relisting the business in Paris or another European market as early as next year.

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  • Gap appoints Chris Blakeslee president and CEO of Athleta

    Gap appoints Chris Blakeslee president and CEO of Athleta

    Gap announced that it is appointing Chris Blakeslee as the new President and CEO of Athleta, joining the company August 7. In this role, Blakeslee will drive strategic growth for the portfolio’s nearly $1.5 billion1 women’s active and lifestyle brand, and certified B Corporation, building on the foundation of Athleta’s product innovation and its mission to ignite a community of active, healthy, confident women and girls who empower each other to reach their true potential through the ‘Power of She.

    Blakeslee brings broad expertise in the apparel retail and wholesale industries, holding roles across marketing, sales, product portfolio management, operations, and supply chain, serving most recently as President of sister companies Alo Yoga and Bella+Canvas since 2017. In that time, Alo Yoga grew to over $1 billion in sales in 2022, nearly doubling its year-over-year growth.

    “A true brand champion, Chris is known for driving results in high-growth businesses through the blend of creativity and operational rigor,” said Bob Martin, Executive Chairman and Interim CEO, Gap Inc. “Chris is a strong, decisive leader and proven business driver across multiple industries, including active apparel and wellness – one of the fastest and most aspirational retail sectors – making him well suited to guide Athleta into long-term, sustainable growth rooted in delivering high-quality performance product and a rich omni shopping experience.”

    “I’m thrilled to join the Gap Inc. team and to lead Athleta – a brand I’ve long admired. I see incredible runway for the brand to capitalize on its unique, purpose-led positioning and performance product innovation, leveraging its assets across marketing, stores, product and community to deliver consistent growth,” said Blakeslee. “There is something really captivating about the ‘Power of She’ when it comes to engaging women and girls in all aspects of life, and I can’t wait to jump in with the teams to harness this in a way that will further serve customers’ wants and needs.”

    Blakeslee joins a strong and dedicated Athleta leadership team, including Chief Creative Officer, Julia Leach, who was appointed in May to clearly and consistently articulate the brand voice and vision across all its touch points.

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  • Swiss watchmaker Swatch sues Malaysia for seizure of Pride watches

    Swiss watchmaker Swatch sues Malaysia for seizure of Pride watches

    Swiss watchmaker Swatch says it has begun legal proceedings against the Malaysian government for seizing LGBTQ-themed watches from its stores.

    The move comes after officials impounded 172 watches from its rainbow-colored Pride collection, on sale at shopping malls across Malaysia.

    Swatch wants damages and the return of the watches, worth $14,000 (£10,700).

    Homosexual activity is illegal in Malaysia under both secular and religious laws.

    It is punishable by a prison sentence or corporal punishment.

    Swatch filed its lawsuit last month at the High Court in Kuala Lumpur. The case is expected to be heard later this week.

    The Malaysian authorities said the watches were confiscated in May by the home affairs ministry’s law enforcement unit because they featured “LGBT elements”.

    But Swatch said in its lawsuit that the watches were “not in any way capable of causing any disruption to public order or morality or any violations of the law”.

    The firm said its trading reputation had been damaged by the seizures, adding that its “business and trading figures also suffered in the immediate aftermath of the seizure for some time”.

    In its promotional campaign for the Pride-themed watches, Swatch describes them as “loud, proud, uplifting and bursting with meaning”.

    The firm refers to the Pride flag as “a symbol of humanity that speaks for all genders and all races”.

    In its lawsuit, Swatch said the watches “did not promote any sexual activity, but merely a fun and joyous expression of peace and love”.

    The lawsuit names the home affairs ministry and the government of Malaysia as respondents.

    Home Affairs Minister Saifuddin Nasution Ismail has yet to comment publicly on the matter.