Rihanna’s hugely popular Savage x Fenty venture is facing a new trademark infringement lawsuit brought by lingerie company Adore Me, according to court documents obtained by Billboard.
In the complaint, filed in U.S. District Court in California by attorney Diana M. Rutowski on Thursday, Adore Me alleges that Lavender Lingerie — which does business as Savage x Fenty — willfully infringed upon Adore Me’s trademark by including the “confusingly similar” trademark “Adore Us” in advertising and promotional materials for its products.
The suit further accuses the company, which Rihanna founded in 2018 as a joint venture with TechStyle Fashion Group, of purchasing “identical” keywords to the Adore Me trademark in an effort to place “misleading advertisements” in search engine results for the term.
The complaint further accuses Savage of ignoring a cease-and-desist letter Adore Me sent to the company on June 4, 2021, as well as a follow-up sent on June 8.
