Everyone has a pair of shoes at the top of their wish list. Or what about that handbag you would buy if you won the lottery?
But not everyone can afford these items – and the high street have cottoned on. There’s a new copycat shoe, coat or beauty product out every week. And with so many high street stores offering items that are on-trend, affordable and happen to look very similar to a designer products, there is little need to break the bank.
But now one fashion house had enough of its items being copied – and they’ve taken action.
Gucci launched a legal battle against Forever21 back in December and the bitter feud shows no signs of stopping soon. The Italian fashion house is fighting to protect its trademark “blue-red-blue” and “green-red-green” stripes.
These are the signature stripes Gucci want to trademark. Credit: Gucci/Net-a-porter
Forever21 had several items on sale with this signature design, from bomber jackets to jumpers. The most uncanny copy was Gucci’s much-coveted metallic bomber jacket.
Forever21’s copy (left) and the Gucci original (right)
While shoppers might have loved the look, Gucci refused to tolerate it any longer and filed a lawsuit.
In response Forever21 actually decided to file their own trademark lawsuit against Gucci but this hasn’t slowed Gucci’s determination. Gucci have now stepped up their action and filed two further counterclaims against Forever21.
Fashionista reported that the Italian fashion house filed their claim on 8 August for “trademark infringement, trademark dilution and unfair competition, as well as the dismissal of the retailer’s earlier claims from this summer”.
Gucci told Fashionista: “Gucci has today taken steps to finally put an end to U.S. mass retailer Forever 21’s blatant exploitation of Gucci’s famous and iconic blue-red-blue and green-red-green stripe webbing trademarks.”
It continued: “Despite forever 21’s attempt to use its lawsuit to intimidate Gucci into ceasing its trademark enforcement efforts, Gucci is as committed as ever to protecting its long established intellectual property rights, which are at the heart of the brand’s identity, and to ending once and for all forever 21’s reprehensible exploitation of its distinctive trademarks and those of other brands who have suffered the same type of piracy.”
The outcome is still yet to be decided, but could this be the beginning of the end of great designer copies?