No Love In The Family: Gucci Sues Gucci For Using The Name Gucci

When your name is Guccio Gucci, it's hard to catch a break — even from your own family. Great-grandson of Gucci's original founder (also named Guccio Gucci), Guccio and his brother Alessandro recently found themselves being sued by Gucci Group for using the name "Guccio Gucci" when advertising their own handbags and accessories firm, ToBeG Srl.
The court has found Guccio in the wrong, ruling that the name usage "constitutes an act of unfair competition to Gucci's detriment because the advertising materials of the defendant caused confusion with Gucci's products and business activities and took unfair advantage of the qualities and reputation of Gucci's products."
Advertisement
Yelled Guccio (we imagine), "BUT MY NAME IS GUCCI!!!" Guccio's in good company though — WWD reports that Gucci Group has successfully sued family members Jennifer Gucci, Gemma Gucci, Cosimo Gucci, and Elisabetta Gucci for all trying to start companies using their own names. Now, a show of hands — who's reading the word "Gucci" and all they can see is this now? (WWD)
gucci-guilty
Photo: Courtesy of Gucci
UPDATE: We received an email from ToBeG, and the case was resolved on July 12 with a court ruling that ToBeG would be fined €500 for each instance the words "Gucci" or "Guccio Gucci' was used in its advertisements in a "distinctive function" and has not found ToBeG or the parties involved guilty of infringement (the decision was made on a prima facie basis). Whew. Whatever the case, the whole thing still seems absurd to us.
Advertisement

More from Politics

Watch

R29 Original Series

Watch Now
Documentary
Five love stories behind diverse, multicultural marriages.
Watch Now
Lifestyle
Life experiments, 5 days at a time.
Watch Now
Fashion
The style of subculture.
Watch Now
Beauty
Viral trends, tried and tested.
Watch Now
Documentary
From vibrators to lipstick, learn how your favorite products are made.
Watch Now
Documentary
Extraordinary, one-of-a-kind individuals
Watch Now
Documentary
The latest stories to watch.
Watch Now
Lifestyle
Inside the homes of millennial women — & what they paid for them
Watch Now
Comedy
Let's talk about sex, baby.
Watch Now
Documentary
Female artisans around the world
Watch Now
Politics
Made by and for smart, opinionated women.
Watch Now
Film
We helped 12 female directors claim their power.