The Geisses' eldest daughter, Davina Geiss, has won a legal victory against the Italian luxury brand Dolce & Gabbana. The conflict arose when 19-year-old Davina registered her own fashion label "DG by Indigo Limited" and Dolce & Gabbana filed an objection to the brand name, arguing that it was too similar to the abbreviation "D&G".
But Davina refused to be intimidated and successfully registered her brand name with the European Trademark Office. She received the official certification on February 10, 2023, and the Geissens' lawyer confirmed the victory to Bild newspaper.
While Davina can celebrate the triumph, Dolce & Gabbana has not yet commented on the verdict. However, the fashion giants are unlikely to be happy about the new competition.
The trademark dispute between Davina Geiss and Dolce & Gabbana is about much more than just the brand name "DG". The trademark trademark of the Geissen subsidiary stands for young and fresh fashion that is primarily aimed at the millennial and Gen Z target groups. In contrast, Dolce & Gabbana stands for classic elegance and luxury fashion, which is particularly popular with older shoppers.
The conflict between the two Trademarks thus also reflects the change in the fashion industry, where more and more young designers and labels are establishing themselves and established Trademarks have to adapt to new trends and target groups.
The decision shows that even smaller companies can successfully defend themselves against objections with the right strategy and legal advice.
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