GiGi New York has a bone to pick with Tommy Hilfiger USA.

The third-generation leather handbag firm sent a cease and desist letter to Tommy Hilfiger last week in connection with alleged misuse of “GiGi” in its fall collection. The handbag firm is concerned about the potential for consumer confusion.

This story first appeared in the September 13, 2016 issue of WWD.  Subscribe Today.

GiGi New York said it owns certain U.S. federal trademark rights to “GiGi” and that it has similar rights throughout Europe. The company further said it is “positioned to defend them on both continents.” It is alleging that Tommy Hilfiger “has copied” certain styling of the GiGi New York mark. The company said it is also concerned that Tommy Hilfiger’s promotion of synthetic leather bags “harms” the company, since GiGi New York has a reputation for using genuine leather in its bags.

Tommy Hilfiger last week celebrated his runway show with Tommy x Gigi, which is a collaboration between Hilfiger and Gigi Hadid. The collaboration was available for purchase after the show, a part of the see-now-buy-now-wear-now trend. And to celebrate the event, Tommy had Pier 16 redone as a carnival.

While GiGi New York said Tommy Hilfiger had responded to the letter stating it did “not intend to recognize” the handbag firm’s rights in the GiGi trademarked logo, a spokeswoman for GiGi New York on Monday said lawyers for both sides were in discussions about Tommy Hilfiger adjusting its styling for the use of GiGi in its products. She said they were hoping the matter could be resolved amicably.

A Tommy Hilfiger spokeswoman did not return a request for comment.

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