Gucci vs. Gucci: Brand Sues Family Member Over Name
Boy, is Gucci ever litigious. Just months after they accidentally sued Chanel in a counterfeit case, the luxury conglomerate has filed a lawsuit against Elisabetta Gucci, the great-granddaughter of Gucci founder Guccio Gucci.
Reports about the lawsuit have been trickling out over the last month, but according to WWD, Gucci — the brand — is not happy that Gucci — the great-granddaughter — is launching a group of eponymous hotels called EG Hotels by Elisabetta Gucci.
In a recent statement, the company said:
“Gucci wants to make clear that it has no relationship to Elisabetta Gucci Hotels and that it is not involved in any project whatsoever with Elisabetta Gucci Hotels. Gucci filed the lawsuit against Elisabetta Gucci and the parties involved seeking injunctive relief in order to protect its rights.”
But Elisabetta is no long-lost relative trying to cash in on the family name — she’s even spent time working for the brand. While Gucci certainly has a case, we can’t help but think it’s silly and somewhat small of them to take a relative to court over the use of her own name. And the fact that Elisabetta has made it clear the hotels are specific to her — how much more emphatic can you get than EG Hotels by Elisabetta Gucci? — only makes Gucci seem more antagonistic.
What do you think? Do they have a case? Should she be allowed to open a brand under her own name? Or does Gucci have the market cornered on, well, Gucci?