After four years of fashion feuding and handbags armed ready for battle, legal authorities have ruled that Guess are not guilty of copyright infringement against Gucci. Beginning in 2009, Gucci accused Guess of counterfeiting, unfair competition and trademark infringement, arguing that Guess replicated the Gucci ‘G’ design, and to be fair, they ARE strikingly similar. 
The comparison has caused a odd split in decisions, with New York courts voting in favour of Gucci’s argument, awarding the Italian brand $4.7 million (£2.9 million), in damages – although this was later decreased to $456,183 (£290,199). In Milan however, the legal system supported American label Guess, declaring it was a common choice of design and was not an infringement of copyright. Paul Merciano, CEO of Guess stated:
“The tactics of Gucci are nothing less than bullying. Because of their endless resources, Gucci has been forum shopping all over the world to try and stop Guess from expanding its successful accessories business. It’s fundamentally wrong and unconscionable. There are global trends that Gucci itself follows as anyone does in fashion; they are no different from Guess in that regard.”
A spokesperson for Gucci declared that: “Gucci firmly believes that the decision of the court of Milan is extremely incorrect, in particular because, in Gucci’s view, such decision does not take into account that Guess’ use of trademarks similar to Gucci’s ones – famous, well-known and appreciated around the world – displays an unlawful and parasitic free-riding on Gucci’s trademarks and, in general, on its brand image”.
With lawsuits still ongoing against Guess in China and France, it’s clear that Gucci aren’t going to cease this battle any time soon.
