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Louis Vuitton is suing Maryland Live! Casino for using lookalike designs on promotional giveaway bags.
The luxury brand filed the federal trademark lawsuit in Maryland, claiming the casino copied its famous monogram canvas pattern. The casino allegedly replaced the iconic “LV” logo with the word “LIVE!” to trick the public. [1, 2, 3, 4, 5]
The Core Allegations
The lawsuit points to a marketing campaign called “The Art of Luxury.” During this event, the casino gave rewards club members brown handbags, backpacks, and tote bags. [1, 2]
- Lookalike Prints: The items featured Louis Vuitton’s signature flower and circle patterns.
- Misleading Logos: The casino swapped the traditional initials with their own brand name, “Live!”
- False Affiliation: Louis Vuitton argues this was a trick to make people think the two companies had a official partnership. [1, 2]
A Second Violation
The dispute grew worse after Louis Vuitton sent a cease-and-desist letter demanding the casino stop using its designs. While the casino agreed to stop handing out the lookalike bags, it launched a new campaign the next month called “Endless Elegance.” This new event gave away what it claimed were authentic Louis Vuitton goods. The fashion house argues that this second campaign was a sneaky way to keep pushing a fake connection between the brands. [1, 2, 3, 4]
What Louis Vuitton Wants
The luxury brand hired a high-powered law firm to handle the case. They are asking the court for major penalties: [1, 2, 3]
- Millions in Damages: Up to $2 million per counterfeit mark for each type of item.
- Destroy the Inventory: A court order forcing the casino to destroy all remaining promotional items.
- Public Correction: Forcing the casino to run advertisements admitting the original bags were fake and that they have no partnership with Louis Vuitton. [1, 2]
