Yves Saint Laurent (YSL), the French fashion house, is taking legal action against Jeanine Heller after she printed and sold t-shirts with a design that parodied its brand.
The t-shirts in question showed a printed motto – “Ain’t Laurent Without Yves” – which Ms Heller began selling in January 2013 after YSL announced that it intended to change its name to “Saint Laurent”.
Ms Heller is now being sued by Luxury Goods International (LGI), the company that owns the intellectual property rights to YSL.
According to recent reports, LGI filed a lawsuit in the southern District of New York court earlier this month, claiming that trademark dilution and infringement, as well as false designation of origin, and unfair competition, had been direct results of the t-shirt being manufactured and sold.
In a recent statement, LGI said that it has already pursued non-legal avenues in its aim to stop the t-shirts from being sold but claims that Ms Heller has ignored their notices and even attempted to register “Ain’t Laurent Without Yves” with the US Patent and Trademark Office (USPTO) in April 2013.
USPTO rejected the application due to the likelihood of consumers being confused by the brand and YSL.
LGI sent letters to Ms Heller but these were reportedly ignored until she finally replied to say that she had done nothing wrong and would sell LGI the “Ain’t Laurent Without Yves” trademark.
LGI took legal action following Ms Heller’s offer and is seeking to immediately and permanently put an end to the t-shirts being made, or sold.
The company is also claiming damages for trademark violation.