GUCCI VS FOREVER 21: The Never Ending Drama Between Luxury Brands and Fast Fashion

Looks like Gucci needs to look for a customer who would mistake a Forever 21 jacket as Gucci’s in order to win the case. Think the speaks for itself  trademark “blue-red-blue” and “green-red-green” stripes. Has Gucci written all over it right? Well apparently Forever 21 disagrees.

It all started with Gucci sending out cease-and-desist letters to Forever 21 as a warning against using the luxury fashion house’s stripes and other look-alike motifs associated with the brand in garments produced by the fast fashion giant. The pieces – which no longer appear on Forever 21’s website – include a silver bomber jacket, a floral bomber jacket, a butterfly jumper, a green tiger motif jumper and a choker. With an ironically blunt response, Forever 21 were the ones who reached out to court for protection against trademark litigation.

In their defense, the fast fashion retailer claimed that their usage for the infamous stripes were merely decorative and aesthetically ornamental. Forever 21 alongside other well known fast fashion brands like Zara relied on similar statements for self-defense. The continuous behavior of copying from luxury brands and producing lookalike pieces with a minimized cost and selling at a lower price might have worked in the past, but customers are now more aware and look for quality rather than quantity. Not only fast fashion retailers continued to damage the luxury brand market, but can potentially- if not logically, harm themselves on the long run.

Forever 21 faced similar lawsuits with Adidas, Fenty Puma by Rihanna, Anna Sui and Diane Von Furstenberg. Apparently the lesson wasn’t learned. We guess the fashion industry seriously think about implement stronger copyright laws to protect intellectual property. After all, the fashion industry is one based on competitive creativity and innovation levels.


Original Post: Bof