MILAN — Loro Piana’s ongoing fight to protect its intellectual property has scored another victory.
The Court of Turin, Italy, granted a preliminary injunction against Paris-based company Parijan SAS over marketing and selling dupes of Loro Piana’s White Sole footwear, namely the Summer Walk and Open Walk models, introduced in 2003 and 2005, respectively.
The injunction enjoins Parijan SAS “from using the Loro Piana and White Sole trademarks in its business activity… from manufacturing and marketing the products Monaco Old Money, Suede Loafers, Old Money Premium Suede Loafers and High Suede Loafers,” which bore servile resemblance to the Italian luxury brand’s signature shoe designs, the ruling read.
First launched in 2003 as sailing boat shoes, the White Sole’s popularity, relying on comfort and lightness, turned them into everyday urban . Defined by their distinctive light-colored rubber sole contrasting with suede or leather uppers boasting a deconstructed silhouette, they have become synonymous with the “quiet luxury” trend, favored by Wall Street wolves and Silicon Valley tycoons, as well as Kendall Roy, a leading character in the popular series “Succession,” played by Jeremy Strong.
“The court’s decision is extremely significant for the fashion and luxury sectors, confirming that a creation’s signature shape can be protected. In this light, a product can become recognizable not only by its brand but also by the overall visual impression created by specific stylistic features,” Loro Piana said in a statement.
“The ruling acknowledges the value of Loro Piana’s authenticity, creativity, and stylistic consistency, underscoring that an iconic product’s value also lies in the artisanal expertise that makes it instantly recognizable over time,” it added.
According to Judge Ludovico Sburlati the strong resemblance between the products may lead the average consumer to perceive Parijan SAS’ footwear as “an alternative or lower-priced version of Loro Piana’s models, thereby resulting in the undue exploitation of the distinctive value and commercial reputation of the claimant’s products,” the ruling read.
Parijan SAS was also found liable for leveraging the public image of creators and influencers widely associated with Loro Piana, including Gstaad Guy.
The judge claimed that Parijan SAS’ defenses were unpersuasive. The technical and qualitative differences between the two companies’ footwear styles, even in the context of a crowded market, are outweighed by an overall assessment of the high degree of similarity, the ruling said. The distinguishing features appear difficult to perceive in the context of online purchasing where the French company primarily sells its good, it added.
Loro Piana’s 2023 White Sole shoes ad campaign.
Courtesy of Loro Piana
The Court of Turin ruled that Parijan SAS pay the sum of 1,000 euros for each day of delay in complying with its order, as well as a fine of 500 euros for each item placed on the market in breach of the injunction. The company was also mandated to reimburse Loro Piana for the costs of the proceedings.
Founded in 1924 and based in Quarona, Italy, Loro Piana is controlled by LVMH Moët Hennessy Louis Vuitton, and last year it appointed Frédéric Arnault as chief executive officer, moving on from his role as CEO of LVMH Watches. He succeeded Damien Bertrand, who was appointed deputy CEO of Louis Vuitton.
In 2022, the luxury brand revealed it was “taking specific legal action against those who attempt to undermine the iconic nature” of its White Sole shoes.
Several proceedings have since taken place. Last year, it scored a victory in its legal bout with Mnswr Group over dupes of the shoes, granted by the Court of Bari, following another win a few months earlier when a court in Turin ruled another shoemaker infringed on Loro Piana’s white rubber sole design.
Loro Piana’s White Sole shoes.
courtesy of Loro Piana
Counterfeiting and trademark infringement continue to be big problems in the fashion sector, both at the high end and for more affordable brands. Over the past couple of years, Burberry, Lacoste, Toms, Adidas and Skechers are just a few brands that have filed or settled lawsuits over counterfeits or infringement of their trademarks.
Christian Louboutin also famously initiated several legal battles to protect his signature red-sole design, which is currently registered as a trademark in the United States and the European Union.
