Undergarments start-up Adore Me filed a complaint on trademark infringement to a federal court in California, claiming that Lavender Lingerie, the company behind Savage X Fenty, is “blatantly and willfully trading upon Adore Me’s goodwill and infringing Adore Me’s intellectual property.” The claim includes Lavender Lingerie’s unauthorised use of a mark confusingly similar with Adore Me’s “ADORE ME” trademark in selling their products.

The complaint describes Savage’s move as a “willful” attempt to piggyback the prior success achieved by Adore Me while using the trademark since 2011 by using the phrase “ADORE US”. They also claimed that Savage is amplifying the allegedly infringed phrase by “prominently” displaying the phrase in sponsored ads on search engines. They added that in contrary to the implication, Savage is in no way affiliated, authorised, or sponsored by Adore Me.

Adore Me highlights the fact that the use of this phrase causes the search engine results for Dear Me product to include Savage, which was founded by Rihanna and TechStyle. It misled customers into thinking that they are purchasing genuine Adore Me products via Savage. Adore Me alleged that it has suffered “substantial damage and ongoing and irreparable harm” due to Savage’s move.

Adore Me is seeking monetary compensation in the alleged trademark infringement and unfair competition claims against Savage.