Handbags at Dawn! Louis Vuitton Sues Maryland Live! Casino Over Alleged Copycat Promotion
Posted on: June 2, 2026, 07:57h.
Last updated on: June 2, 2026, 07:57h.
- Louis Vuitton claims casino giveaways copied its famous monogram design
- Live! Casino allegedly used luxury-themed promotions to attract patrons
- Lawsuit seeks damages, injunctions, product destruction, and corrective advertising
Louis Vuitton is suing Maryland Live! Casino & Hotel, accusing the Hanover casino and related Cordish entities of turning one of fashion’s most recognizable designs into a gambling-floor promotion.
In a complaint filed June 1 in the US District Court for the District of Maryland, the luxury brand alleges the casino ran a “sophisticated and multi-faceted” campaign that traded on Louis Vuitton’s trademarks without permission.
The fashion house is irked by a April promotion the casino allegedly called “The Art of Luxury.” According to the complaint, Live! Casino advertised and distributed a “luxury bag collection” made up of a handbag, toiletry case, backpack, and tote.
‘Brazen’ Move
Louis Vuitton says the items copied its monogram pattern, including its stylized flower marks, while swapping the familiar “LV” initials for the word “Live!” – a move it describes as “particularly brazen.”
The complaint includes side-by-side images of the casino’s alleged design and Louis Vuitton’s registered monogram (pictured), along with photos comparing the giveaway items with Louis Vuitton products.
Louis Vuitton alleges the promotion was not a one-off mistake, but a planned campaign meant to bring customers back to the casino across multiple dates in April.
According to the filing, customers were invited to visit Maryland Live! on specific Tuesdays in April to receive the items. Louis Vuitton also says the products were promoted online and could be obtained through the casino’s rewards system, with patrons redeeming credits earned through gambling, dining or shopping.
Patrons of Live Casino were never informed that the Infringing Products were not genuine Louis Vuitton products, much less that Defendants have no affiliation or any connection to Louis Vuitton,” according to the lawsuit.
The luxury brand argues the campaign created the false impression that the two parties had a sponsorship, partnership, or other relationship.
False Association
The complaint brings claims for trademark counterfeiting, trademark infringement, false association, trademark dilution, and Maryland common-law unfair competition.
Louis Vuitton is asking for an injunction, destruction of remaining disputed products and promotional materials, corrective advertising, damages, profits, attorneys’ fees, and statutory damages of up to $2 million per counterfeit mark per type of goods.
Casino.org has approached the Marland Live! for comment.
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