In the case of RHODE Vs. Rode, a 9-year-old minority fashion brand owned by Purna Khatau and Phobe Vickers, filed a lawsuit against Hailey Bieber for trademark infringement after the model and wife of Justin launched a skincare line of the same name, which happens to be his middle name. The fashion line, which has been worn by Beyonce, Rihanna and sold at luxury stores like Saks Fifth Avenue and according to the lawsuit is expected to gross $14.5 million this year, alleges that after Bieber launched his Rhode line Skincare earlier this month, Khatau and Vickers immediately began to see confusion in the market, which has already hurt their brand. The partners asked the court for a preliminary injunction ordering Hailey to stop using the name “Rhode” to avoid further confusion. “The Rhode brand is everything we’ve worked hard for, and its use of our name harms our business, our employees, our customers and our partners,” they said in the statement. The co-founders said Hailey tried to buy the rights to the name from them four years ago, but they refused. “The extent of Bieber’s following and the virality of his marketing will cause immediate, ongoing and irreparable harm to the Rhode brand.” Hailey Bieber, married to Justin Bieber, is a celebrity with more than 45 million followers on Instagram, another 9.2 million on TikTok and a top circle of friends, including fellow beauty entrepreneur Kylie Jenner. She took to social media to promote her brand, with a single post promoting the beauty brand garnering over 1.5 million likes. The founders claim that some consumers on Instagram tagged the wrong Rhode in photos.
See their full statement at instagram below, the Beibers Rhode brand did not respond.
In a separate statement, the clothing brand’s attorney, Lisa T. Simpson, said the situation was “unfortunate”.
“We of course understand that Hailey wants to use her middle name for her trademark, but the law on this is clear: you can’t create that kind of trademark confusion just because you want to use your name,” he said. she stated. “What Ms. Bieber is doing is hurting a minority-owned joint venture that two women painstakingly built into a growing global brand.”