Published on: June 2, 2026, 07:57h.

Updated on: June 2, 2026, 07:57h.

• Louis Vuitton accuses casino promotions of imitating its iconic monogram design
• Live! Casino allegedly utilized luxury-themed giveaways to draw in visitors
• Lawsuit demands damages, injunctions, product destruction, and corrective advertisement

Louis Vuitton has filed a lawsuit against Maryland Live! Casino & Hotel, claiming that the Hanover casino, along with the related Cordish entities, has transformed a hallmark design of luxury fashion into a gambling-floor marketing tactic.

In a legal filing submitted on June 1 in the U.S. District Court for Maryland, the high-end brand alleges that the casino executed a “sophisticated and multi-layered” strategy that exploited Louis Vuitton’s trademarks without authorization.

The luxury brand expressed its dissatisfaction concerning an April campaign that the casino reportedly titled “The Art of Luxury.” According to the lawsuit, Live! Casino promoted and distributed a “luxury bag collection” that included a handbag, toiletry case, backpack, and tote.

A ‘Bold’ Move

Louis Vuitton asserts that these items closely imitated its monogram pattern, featuring its stylized floral symbols, while replacing the iconic “LV” initials with “Live!”—a move they labeled as “especially bold.”

The legal documents present side-by-side comparisons of the casino’s purported design alongside Louis Vuitton’s registered monogram (as illustrated), along with images comparing the giveaway items to authentic Louis Vuitton merchandise.

Louis Vuitton argues that this promotion was not an isolated incident, but a calculated initiative intended to entice customers to revisit the casino over multiple days in April.

The filing states that patrons were invited to visit Maryland Live! on specified Tuesdays in April to collect the items. Louis Vuitton also points out that the products were showcased online and could be acquired through the casino’s rewards program, with guests redeeming credits accrued through gambling, dining, or shopping.

Guests at Live Casino were never made aware that the disputed products were not authentic Louis Vuitton items, nor that the Defendants have no connection or affiliation with Louis Vuitton,” stated the lawsuit.

The luxury brand maintains that the campaign created a misleading impression of a sponsorship, partnership, or any form of affiliation between the parties.

Misleading Association

The complaint includes allegations of trademark counterfeiting, trademark infringement, false connection, trademark dilution, and unfair competition under Maryland law.

Louis Vuitton is seeking an injunction, destruction of any remaining infringing products and advertising materials, corrective advertising, damages, profits, attorney costs, and statutory damages of up to $2 million for each counterfeit mark per category of goods.

Casino.org has reached out to Maryland Live! for a response.