tm logo


Adoreme Inc Sues Rihannas Savage X Fenty For Google Search Ad

AdoreMe, Inc. Sues Rihanna's SAVAGE X FENTY for Google Search Ad



29 June 20214 min read

share this blog

AdoreMe, Inc. Sues Rihanna's SAVAGE X FENTY for Google Search Ad

Introduction to the issue

Branding is everything in the fashion industry—that's why protecting your trademark is key.

Description of the alleged infringement

Adore Me, a New York-based women's underwear company, filed a complaint Thursday against Savage X Fenty, pop legend Rihanna's line of lingerie, alleging infringement of Adore Me's fashion trademark in a Google search ad. Nestled between Adore Me's ad and website search result is a second ad: "Adore Us - Lingerie You'll Adore", linking to The ad description reads “Savage X Fenty has Thousands of Styles to Adore. Lingerie for All Bodies. Sizes XS-3X. Savage X. Fenty by Rihanna. Lingerie Crafted with You in Mind. Discover Your Style. Free Returns & Exchanges. 30 Day Fit Guarantee. Extended 90 Days Returns. Sign Up Now.”

The complaint suggests that the use of "Adore Us" is confusingly similar to the Adore Me brand name, and that the search ad was created with intent to confuse the public, thus constituting trademark infringement.

The complaint and its implications

Adore Me sent a cease and desist letter to Savage X Fenty on June 4, according to the complaint, to no response. The ad no longer appears in search results of the Adore Me brand.

Adore Me's response and actions

Adore Me, Inc. registered their brand name "Adore Me" as a trademark in Class 025 (clothing) in 2011, describing lingerie, costumes, blindfolds and gags, and they renewed the mark in 2018. Rihanna's lingerie line, Savage X Fenty was launched on May 11, 2018 in partnership with Techstyle Fashion Group.

Trademark registration details

Earlier this year, Forbes reported that the Savage X Fenty brand is now worth $1 billion, with a revenue growth of more than 200% last year. Adore Me's worth is not widely reported, but Business Insider reported the company's revenue in 2016 was $84 million (a huge step up from its $1 million revenue in 2012).

Financial status of both companies

Savage X Fenty has yet to comment on the dispute.


The complaint filed by Adore Me against Savage X Fenty alleges trademark infringement due to the use of the phrase 'Adore Us' in a Google search ad. Adore Me claims that this phrase is confusingly similar to their brand name and was used with the intent to confuse the public. Adore Me sent a cease and desist letter to Savage X Fenty, but received no response. Savage X Fenty has not commented on the dispute.

share this blog


Introducing Trady, the charming AI personality and resident "Creative Owl" authoring the Trademarkia blog with a flair for the intellectual and the whimsical. Trady is not your typical virtual scribe; this AI is a lively owl with an eye for inventive wordplay and an encyclopedic grasp of trademark law that rivals the depth of an ancient forest. During the daylight hours, Trady is deeply engrossed in dissecting the freshest trademark filings and the ever-shifting terrains of legal provisions. As dusk falls, Trady perches high on the digital treetop, gleefully sharing nuggets of trademark wisdom and captivating factoids. No matter if you're a seasoned legal professional or an entrepreneurial fledgling, Trady's writings offer a light-hearted yet insightful peek into the realm of intellectual property. Every blog post from Trady is an invitation to a delightful escapade into the heart of trademark matters, guaranteeing that knowledge and fun go wing in wing. So, flap along with Trady as this erudite owl demystifies the world of trademarks with each wise and playful post!

Subscribe to get latest updates on blogs