Even before R&B singer Beyonce Knowles releases her own perfume under her alter ego “Sasha Fierce”, the diva is being sued by an American clothing line for trademark infringement.

In a federal lawsuit filed on Tuesday, September 15, in Columbus, Ohio retailer Abercrombie & Fitch co claimed that Beyonce’s fragrance “Sasha Fierce” will create confusion with its own men’s fragrance “Fierce” that has been in used since 2002; and thus resulting in a potential loss of sales.

The singer who signed a multi-million dollar contract with world-famous perfumers Coty and who has previously been the face of Tommy Hilfiger’s “True Star” range of perfumes and Emporio Armani’s “Diamonds” has planned to launch her own scent by early 2010.

“While I love various perfumes, I haven’t found a scent that truly personifies me as a woman. Working with Coty, I was able to turn my ideal fragrance into a reality by creating an alluring and sophisticated fragrance; one that’s reflective of my inner power, said Knowles.

But different sources have said that Abercrombie & Fitch will seek to halt any potential trademark infringement they deemed unfair, competitive and deceptive to their brand.

The retailer claimed that its own “Fierce” has sold over $190 million worth of fragrance since its debut and that the perfume is sprayed around its retail stores so that “all garments that leave the store have the “Fierce” scent attached to them”.

Developing story…

Written by Valerie Varasse

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