Italian luxury fashion brand, Gucci had its GG logo trademark revoked after their 20 years on the UK register. Even after Gucci’s victorious lawsuit  against online counterfeiting in October, the GG logo registered in four classes – 3, 14, 18, and 25, which protected the logo on goods like antiperspirants, watches, handbags, and t-shirts – is no more. British Vogue has confirmed that the logo would only be allowed on “cosmetic preparations, fragrances, soaps, hair preparations, and antiperspirants”.

Fashion brand, Gerry Weber applied for the motif to be repealed in June 2012 for its lack of use between 2003 and 2012. Despite Guccis sales figures throughout the years, the UK Intellectual Property Office determined those records supplied inadequate proof of genuine use; therefore, it was determined that the  Gucci trademark would be removed in four categories including bags, clothing, and watches. Having the GG trademark revoked due to non-use in the UK is just the beginning of the numerous lawsuits surfacing in the fashion realm.


The Gucci trademark legal action was submitted by Luke Connelly: who was opposed by the Italian fashion house earlier this autumn on the grounds of other brands producing similar logos against the interlocking GG logo held under trademark by Gucci. The Italian fashion house proclaimed that the low-level copy infringements would cause damage to the brands reputation. Case in point: this is what began the downfall of a fashion powerhouse that failed to keep its own crest safe. This is not Guccis first lawsuit against copyright issues for the company lost a four-year battle against another fashion brand, Guess, in legal proceedings.

In the world of high fashion, an emblem is significant: Chanels globally recognized mirrored C’s; Louis Vuittons infamous monogram, LV; and Versace’s Medusa emblem. These are all well-known and prominent. So when Gucci faced a series of trials against its own legendary house logo, it brought their entire image into jeopardy. As one fashion innovator put it oh-so-eloquently: “If Gucci’s fallible, then no one’s safe”.

The UK’s Intellectual Property Office (IPO) sites a reason of non-use as their law states, “trademarks can be revoked if they are not used within five years of their registration.”

There has been no word yet as to how Gucci will proceed following this ruling, or how this might affect the merchandise that is currently sold in the UK. Optimistically, Fashionboss hopes this will serve as a wake up call for Gucci and other fellow luxury retailers to properly secure their iconic logos. Along with ensuring their sale numbers unscathed.

Reference news and image via Gucci and Business Of Fashion

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