Louis Vuitton Malletier S.A. v. Haute Diggity Dog, LLC

"When parody walks the runway, even luxury must laugh at itself."

Short Description :

Haute Diggity Dog, a pet toy manufacturer, created “Chewy Vuiton” plush dog toys, which mimicked the shape, monogram pattern, and style of Louis Vuitton’s luxury handbags. Louis Vuitton sued for trademark infringement, dilution, and copyright infringement, arguing that the parody tarnished and misused its brand.

The U.S. Court of Appeals for the Fourth Circuit ruled that “Chewy Vuiton” was a lawful parody that did not confuse consumers or dilute Louis Vuitton’s brand identity.

Facts :

⦁ Haute Diggity Dog launched “Chewy Vuiton” dog chew toys that looked like miniature Louis Vuitton handbags, complete with a modified “CV” monogram in place of “LV.”

⦁ Louis Vuitton filed suit alleging:

⦁ Trademark infringement – claiming the product copied LV’s protected marks.

⦁ Trademark dilution – claiming it weakened the distinctiveness of the LV mark.

⦁ Copyright infringement – claiming the design copied original creative work.

⦁ Haute Diggity Dog defended its design as an obvious parody—a humorous take intended to satirize luxury branding, not compete with it.

Findings :

⦁ The Fourth Circuit found no likelihood of consumer confusion—consumers could easily tell “Chewy Vuiton” was not a Louis Vuitton product.

⦁ The court emphasized that parody inherently signals difference, not association, and often strengthens the distinctiveness of the original mark by drawing contrast.

⦁ Louis Vuitton failed to show actual dilution of its mark’s distinctiveness or harm to its reputation.

⦁ The parody was ruled transformative, humorous, and non-competing—falling within fair use protections.

Judgment :

⦁ All of Louis Vuitton’s claims for trademark infringement, dilution, and copyright infringement were dismissed.

⦁ The court ruled in favor of Haute Diggity Dog, confirming that parody is a legitimate defense when it is clear, humorous, and non-deceptive.

Suggestion / Legal Implication :

⦁ Parody is protected under U.S. trademark law when it clearly communicates humor or commentary, avoids confusion, and does not harm the brand’s goodwill.

⦁ Luxury brands must recognize that parody, when obvious, may actually reinforce their fame rather than damage it.

⦁ Courts will weigh consumer perception heavily—if the audience “gets the joke,” it is less likely to be infringement.