Dr D's column: How Melania Trump managed to de-value Zara

Dear Dr D,
The T in our brand name is silent. We felt that ‘Tzara’ or ‘Tsara’ was reminiscent of executed empresses and Rasputin and that was wrong. It would have communicated something very luxurious and exclusive. We did not want that. Like Wodehouse’s Psmith (whose P is also silent, as your well-informed readers likely know) what we did want was smartness and accessibility. We want our brand to be associated with the young, the hip and the informed. Boy, has that taken a wrong turn.

We have received more publicity than ever before in our history for a garment that was:
- Worn by a real tsara, the empress of the White House;

- Carrying a message that was totally inappropriate for the occasion;
- Wrapping an individual so far advanced in years (48!) that even a certain president would not grab her by the ....
- Apparently of a design lifted from another brand.

We wish to dissociate ourselves from the message that the jacket carried and we want to dissociate our brand from that individual wearing it. How do we begin to retrieve the situation?
(T)zara,
Galicia

Dear (T)zara,
I really don’t care, do u?