Louis Vuitton Loses Trademark Protection Over Chequerboard Pattern

Louis Vuitton Malletier, famously known as Louis Vuitton (LV), has failed to maintain trademark protection over the well-known chequerboard pattern, particularly in the European Union.

Founded in 1854, the French fashion house and luxury goods brand is touted for their high-end handbags and leather products. Consistently ranked as one of the top luxury brands in the world, LV has produced a range of iconic handbags, such as the LV Speedy and LV Neverfull. The LV Speedy in particular has been produced in every type of material made available by LV, which speaks to the popularity of LV Speedy since its inception in the 1930s.

It is no surprise LV would seek to protect their most famous styles as intellectual property. The chequerboard pattern, officially known as Damier Azur, was released in 2006. Sporting a blue base with a white chequerboard overlay, the Damier Azur quickly became one of LV's most prominent and recognisable patterns.