Aspen Skiing Company (Ski Co), a luxury ski resort company, has taken legal action against UK designer brand Perfect Moment, accusing the fashion firm of multiple offenses, including trademark infringement and unfair competition. The lawsuit, lodged on December 20, asserts that Perfect Moment has been improperly associating its brand with Ski Co’s esteemed resorts, exploiting the ski company’s prestigious reputation for financial gain.

Unfair Profits and Misrepresentation

The legal case includes seven causes: federal trademark infringement, unfair competition, false association/false endorsement, deceptive trade practices, unjust enrichment, and misappropriation of business value. Ski Co avows that Perfect Moment dispatched influencers to their resorts to model and promote the brand’s apparel on social media, falsely implying a partnership with Ski Co. This tactic included a post showcasing a $790 jacket adorned with a design of the ASPENX Beach Club, a high-end resort venue known for its luxury amenities.

Repercussions and Demands

Ski Co alleges these actions have led to both financial and reputational damage. The company is demanding a jury trial and the destruction of all Perfect Moment clothing bearing ASC-inspired designs. Notably, none of the influencers, which include prominent personalities like TikTok sensation Alix Earle and pop star Mariah Carey, have been named as defendants in the case.

Conflict’s Genesis and Pursuit of Justice

The discord originated in March 2021 when Perfect Moment posted photos of female influencers at Aspen’s exclusive club, triggering a cease and desist letter from Ski Co and the subsequent deletion of some photographs. The Aspen Skiing Company is a Crown family asset, owned by the family of 98-year-old Chicago tycoon Lester Crown. The case underscores the importance of trademark protection in a world where boundaries can be blurred by social media promotion and influencer marketing.

Source: bnnbreaking.com - Mahnoor Jehangir