French fashion house Louis Vuitton has initiated legal action against Maryland Live! Casino in Hanover, Maryland, alleging that the casino copied its iconic designs for promotional campaigns. The lawsuit, filed on June 1 in Anne Arundel County’s federal court, claims that the casino used Louis Vuitton’s flower logo on items such as handbags, backpacks, and toiletry bags distributed to casino rewards members without authorization. The case is assigned to U.S. District Judge James K. Bredar.
Alleged Trademark Infringement
Louis Vuitton contends that the April 2026 campaign, titled “The Art of Luxury,” replaced the brand’s LV monogram with the word “Live!” in a manner designed to suggest a connection between the luxury fashion house and the casino. The complaint describes the act as “a particularly brazen move…to purposefully infringe the iconic Louis Vuitton Monogram Design and to effectively link Louis Vuitton with defendants’ Live! Casino. This was done with one specific and intentional purpose—to falsely convey to the consuming public that Louis Vuitton and defendants’ Live! Casino are affiliated.”
As reported by CBS News, the fashion brand sent a cease-and-desist letter to Maryland Live! after discovering the campaign, but the casino subsequently conducted a second promotion in May 2026, called “Endless Elegance.” This giveaway offered patrons a chance to win purportedly authentic Louis Vuitton merchandise, further prompting the lawsuit. Louis Vuitton asserts that these promotions intentionally misled customers into believing a partnership existed, damaging the brand’s image.
Legal Claims and Remedies Sought
The 29-page complaint cites violations under the federal Lanham Act, as well as unfair competition claims under Maryland common law. Louis Vuitton seeks millions in damages, requesting up to $2 million per counterfeit mark for each type of product. The lawsuit also asks the court to order the destruction of all infringing merchandise and to mandate a corrective advertising campaign informing the public that Maryland Live! has no association with Louis Vuitton.
Represented by the law firm Steptoe LLP, Louis Vuitton emphasizes the serious commercial and reputational harm caused by the casino’s promotions. “The unauthorized use of inferior or uncontrolled goods in connection with the Louis Vuitton Trademarks diminishes the luxury image cultivated by Louis Vuitton and risks creating negative associations in the minds of consumers,” the complaint states.
Louis Vuitton, founded in 1854, has a long history of aggressively pursuing counterfeiting. The company has previously won multimillion-dollar judgments against unauthorized sellers and has a record of defending its trademarks against copycats worldwide. The current lawsuit underscores the brand’s commitment to protecting its intellectual property and ensuring that consumers are not misled by false associations.
Maryland Live! Casino and The Cordish Companies, which operate other casinos under the Live! brand in Virginia, Pennsylvania, and Louisiana, have not publicly responded to requests for comment regarding the lawsuit.