INITIAL TROUBLES: You’ve heard of YSL, but what about MSL? The U.K. retailer Marks & Spencer has run into trouble trying to register the MSL trademark for the Marks & Spencer Lingerie collection. The folks at Yves Saint Laurent have filed a notice of opposition with the Community Trademark Registry, the U.K. body that oversees trademark registration, and it’s expected to make a final decision by the end of this year. “It is not our intention to confuse customers into believing that our unique products are associated with another company,” said a spokesman for Marks & Spencer. “In using the name MSL…we were looking to create a brand that is recognizable as a Marks & Spencer store and a unique lingerie environment.” A spokesman for YSL confirmed that the company has indeed “raised its concerns” with the registry office. “It’s a fairly routine matter for one brand to object to another brand’s attempt to register a trademark with a similar sounding name,” the YSL spokesman said. Has Martha Stewart Living heard about this?

MARC’S ARK: He’s no yachtsman, but Marc Jacobs got into the swim of things when Louis Vuitton asked him to oversee its range of ready-to-wear and shoes for the Louis Vuitton Cup, the prestigious sailing race that gets under way this fall in Auckland, New Zealand. The peacoats, cropped anoraks, short shorts and Henley sweaters all bear the imprint of Jacobs’ zippy style, with added technical features like rust-proof snaps and waterproof seams. The collection, along with a range of canvas bags and accessories, was unveiled this week in Paris at the National Marine Museum. But the clothes are clearly meant to have a chic life off-deck. “We use the LV Cup as a laboratory for researching materials,” said Vuitton president Marcello Bottoli. Meanwhile, Vuitton is finishing plans for its fall advertising. Word has it that the house might again tap photo duo Mert Alas and Marcus Piggot, who shot Vuitton’s spring fairy-tale-inspired campaign.

JUNGLE BOOGIE: “There are two types of people,” said designer Diane Von Furstenberg as she accepted a lifetime achievement award from the National Association of Women Business Owners on Tuesday in New York. “There are those that live in the zoo and those that live in the jungle. I chose to live in the jungle.” And it’s a busy jungle, apparently: The designer arrived on Monday from Paris to pick up the award, do some business and visit the construction site of her Connecticut country home, all while fighting jet lag. Wednesday she headed to Los Angeles where she will host her annual Oscar brunch for Vanity Fair’s Graydon Carter on Saturday. Then it’s off to Vanity Fair’s post-awards party on Sunday.