Claiming a violation of her right of publicity and trademark infringement, Kardashian is asking for a minimum of $10 million in damages and an injunction to prevent Missguided using her name, image, or likeness to promote its products.
A statement by Kardashian’s attorney Michael Kump reads, “Missguided systematically uses the names and images of Kardashian and other celebrities to advertise and spark interest in its website and clothing.”
Using the above Instagram post as an example, Kump added, “Recently, for example, after Kardashian posted a photo on Instagram of a dress that was made for her, Missguided quickly responded with its own Instagram post boasting that it would be ripping off the design within ‘a few days.'”
The Missguided post Kump refers to has since been deleted, but the attorney stated that the retailer had inserted Kardashian’s Instagram handle into the post to “capitalize on her celebrity status and social media following in promoting the sale of its upcoming product.” Kardashian believes that such tactics are to trick customers into believing she and the brand are working together. Updates to follow.