The fashion brand claims the logo was illegally used in a promotional campaign
Luxury designer fashion brand Louis Vuitton is bringing legal action against Live! Casino in Maryland as it alleges its iconic trademark logo was used in promotions.
The fashion brand is seeking millions in damages for the case, claiming that the casino ripped off the LV logo and design in promotion, placing it on bags and other rewards for casino members, CBS news reports.
The promotions, which Live! Casino called “The Art of Luxury”, gave casino rewards members backpacks, handbags, and toiletry bags with the iconic L-V monogram replaced with Live!
Louis Vuitton sent the casino a case and desist letter, but within a month the casino hosted a further promotion – a giveaway with the chance to win purportedly genuine Louis Vuitton merchandise – “Endless Elegance.”
The lawsuit calls this a “”particularly brazen move…to purposefully infringe the iconic Louis Vuitton Monogram Design and to effectively link Louis Vuitton with defendants’ Live! Casino. This was done with one specific and intentional purpose—to falsely convey to the consuming public that Louis Vuitton and defendants’ Live Casino are affiliated.”
The French fashion brand called these giveaways “part of a willful and multi-step initiative to lure patrons to their casino to gamble, dine, and shop—all for defendants’ commercial gain and profit,” in which the casino was “intentionally confusing and deceiving the public and causing persistent and irreparable damage to Louis Vuitton.”
The demands
In the legal action, Louis Vuitton is seeking up to “$2,000,000 per counterfeit mark per type of goods.”
Alongside this, the fashion company is demanding that all of the illegitimate merchandise with the alleged trademark-infringing logos be destroyed, demanding the casino send out corrective advertising which confirms that the original giveaway items were not authentic, and that Louis Vuitton has no association with the casino.
