Tommy Hilfiger have been issued with a cease and desist notice over their collaboration with Gigi Hadid.
Leather goods label GiGi New York are unhappy with the typography used in the Tommy X GiGi collection - which debuted on the runway and became available to buy last week - because they feel it could cause "consumer confusion".
A statement from GiGi New York said: "GiGi New York issued a cease and desist order to Tommy Hilfiger last week after discovering the misuse of its mark on product and in marketing of handbags in Tommy Hilfiger's autumn/winter 2016 collection.
"Recognising the obvious potential for consumer confusion, GiGi New York requested that Tommy Hilfiger cease and desist its misuse and work in partnership to prevent consumer confusion based on the misuse.
"GiGi New York's mark utilises a unique upper and lower case treatment that Tommy Hilfiger has copied, causing additional consumer confusion, despite this typographical treatment having no history of use by its spokesperson."
Tommy Hilfiger are not said to be "concerned" about any confusion.
The statement continued: "Tommy Hilfiger has notified GiGi New York that they do not intend to recognise their rights in GiGi's trademarked logo and are not concerned about the consumer confusion engendered by their misuse."
The brand claims to have had common law property rights since 2010 and also to "own federal trademarks for its 'GIGI' family of marks."
They added: "Similar trademarks are held throughout Europe, and GiGi New York is positioned to defend them on both continents."
Tommy Hilfiger have not yet officially commented on the claims.
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