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Burberry filed a lawsuit on Tuesday with the Southern District of New York against rapper and producer Burberry Perry for trademark infringement and dilution. Official court documents state his real name is Perry Moise; he chose "Burberry" as part of his stage name and used the label's signature check print and equestrian logo to promote his self-titled EP, which was digitally released in May and includes a track featuring Kylie Jenner that online outlets immediately publicized as her singing debut.
Burberry reached out to the hip-hop artist upon the release of his debut album with a cease and desist, only to receive no response from Moise or his team. The attempts continued through June and July with multiple emails, follow-up letters and phone calls. Representatives for Burberry have provided Fashionista with the following statement:
As a global luxury brand, Burberry considers the protection of its intellectual property vital for the health of its business and to safeguard its customers. As such, Burberry goes to great lengths to protect its creative designs and will take all necessary action against the abuse of Burberry trademarks.
Burberry, the brand, is seeking "immediate injunctive relief," which means that instead of providing any monetary damages — such as the February case with JCPenney's alleged knockoffs — Moise should simply remove any and all association with the company, including a new stage name. The request is also somewhat timely as Moise has plans to release new music in August, drop a mixtape in September and go on a multi-city tour throughout the U.S. and Canada during those months. And as the go-to producer for rapper (and Yeezy model) Lil Yachty, we have a feeling he'll be tagging alongside his headlining tour in August, too.
One of the main reasons why Burberry is taking action against Moise is because music is heavily associated with the brand. In 2010, the company founded Burberry Acoustic, a digital platform that commissions and celebrates emerging artists with exclusive performances. In September of last year, Burberry was also the first fashion brand to get its own channel on Apple Music. Concerns from the legal team include the possibility of consumer confusion during instances when "Burberry" is searched on music streaming outlets like Apple Music or Spotify.
On another note, this could also explain why Gucci hasn't started any legal beef with rapper Gucci Mane. Aside from dressing musical acts like Florence Welch and Beyoncé, the brand has little involvement in the music industry. In February, creative director Alessandro Michele teamed up with street artist Gucci Ghost, who regularly uses the Italian brand's double-G logo in his work, for Gucci's fall collection.
We reached out to Moise's management for comment but did not hear back by press time. Though Moise's Burberry Perry stage name still remains, imagery related to the British brand have since been removed from the artist's Soundcloud page and social media accounts, where you can kind of get the idea of what he thinks about this whole infringement thing anyway.
Update 7/28: That was quick! On Wednesday night, Moise revealed via Twitter that he has changed his stage name — and his corresponding social media accounts — to The Good Perry (also known as TG Perry). And in typical PR fashion, he dropped a new track called "Blueberry" to coincide with his announcement.
Homepage image: Burberry's festive campaign. Photo: Mario Testino