Luxury fashion house Louis Vuitton has filed a lawsuit against Maryland Live! Casino, alleging trademark infringement concerning recent giveaways hosted by the venue. The French brand is seeking millions of dollars in compensation and the destruction of infringing products.
Located in Anne Arundel County, the venue opened in 2012 under the name Maryland Live! Casino. Operators, The Cordish Companies changed its name to Live! Casino & Hotel Maryland in 2018, in light of the additional features it offers.
One of the largest venues on the East Coast, Live! has 5,000 slots, gaming machines and table games. It also has more than 300 hotel rooms, and the casino's luxury spa reopened in 2023.
The venture regularly runs promotions and ad campaigns that lean into the luxury branding. But several recent campaigns have landed Live! Maryland in hot water with the luxury fashion brand, Louis Vuitton.
Trademark dilution case: Louis Vuitton vs Live! Casino
The French company has filed a lawsuit in the US District Court for the District of Maryland; the suit alleges that the casino's promotional campaign, The Art Of Luxury, included rewards like handbags and backpacks that clearly use Louis Vuitton's iconic, widely recognized floral logo.
In the 29-page filing, it states that Cordish Companies copied the famous motif while replacing the 'LV' logo with the word Live!. It says the casino did so to generate profits and improve the appeal of their establishment, at the cost of diluting Louis Vuitton trademarks.
Additionally, the suit goes on to say: "By associating imitations of the Louis Vuitton trademarks with infringing products distributed as promotional giveaways in a casino setting, defendants harm the reputation and prestige of the Louis Vuitton brand."
Live! is accused of copying the trademarks and distributing infringing goods as part of a campaign first launched in April 2026.
After Louis Vuitton sent a cease-and-desist letter on April 15, Live! said it had stopped distributing the items. However, a few weeks later, Live! Casino Maryland then went on to offer "purportedly authentic Louis Vuitton products including handbags" as part of a further campaign, Endless Elegance.
The French company has accused the casino of trademark infringement and counterfeiting, trademark dilution, false association, and unfair competition.
It is asking the court to prevent Live! Casino from taking similar action in the future and wants all items handed over for destruction. Louis Vuitton is also demanding a corrective advertising campaign to address the false association created among casino visitors who assumed that the two brands were affiliated.
Further, the company is also seeking compensation equivalent to the profits from the campaigns, or a payment of $2M per trademarked logo, per type of good, which would amount to tens of millions of dollars, considering the range of goods offered.
Louis Vuitton
Louis Vuitton was founded in 1854 as a trunk and luggage maker. The floral motif was first used in 1896 and designed by Georges Vuitton, son of founder Louis. It was meant to prevent counterfeits, and has featured in the company's ranges ever since.
The brand aggressively defends its trademarks and has successfully laid claims against multiple companies and websites. It has also sued businesses for unlawfully using photos of its products, as well as taking upcycling companies to court over trademark dilution claims.
