Loro Piana Secures Legal Victory Against Eleante Over Iconic Shoes

Loro Piana wins major court ruling in Italy to block lookalike shoes and protect its signature footwear designs.

Italian luxury brand Loro Piana has secured a significant legal victory in its ongoing campaign to protect its iconic footwear designs. In a decisive order issued by the Commercial Chamber of the Court of Turin, Eleante Fashion Ltd. has been barred from producing, marketing, and selling footwear that infringes on Loro Piana’s rights in its best-selling Open Walk, Summer Walk, and Tennis Walk shoes.

The Court’s Ruling

The Turin court granted injunctive relief to Loro Piana, an LVMH-owned brand, and issued a sweeping prohibition against Eleante Fashion. The company is now forbidden from using the Loro Piana name “in any form or manner” and from misappropriating the brand’s distinctive store imagery and packaging.

The Background: What Sparked the Dispute?

The case arose from trademark infringement and unfair competition claims filed by Loro Piana. The brand alleged that Eleante Fashion, a UK-based company, was selling several footwear models—including the “City Loafer,” “Marina Suede Loafer,” and “City Sneaker”—that closely replicated the design elements of Loro Piana’s signature shoes. According to the complaint, Eleante’s copying extended to critical design features such as:

• Neutral-toned rubber soles

• Faux welt

• Tone-on-tone stitching

• Customization grooves

• Colored heel inserts

• The distinctive two-layer sole construction with a diamond-textured band embedded in a transparent amber sole

Beyond Footwear: Unfair Competition Allegations

Loro Piana also accused Eleante Fashion of broader unfair competition tactics. The brand claimed Eleante promoted its products online using images of Loro Piana shopping bags and store windows, staged product photos outside Loro Piana’s retail stores, and circulated sponsored videos on Instagram directly comparing Eleante’s products to Loro Piana’s originals. Additionally, Eleante was accused of using Loro Piana trademarks at the metadata level of its website to manipulate search engine results and attract traffic by leveraging Loro Piana’s reputation.

A Broader Crackdown on Copycats

This ruling follows a series of legal wins for Loro Piana as it intensifies its enforcement efforts. In another recent case, the Court of Bari granted injunctive relief to Loro Piana against MNSWR Group, operator of the Viola Milano brand, for producing and selling footwear that infringed on the Open Walk and Summer Walk designs. The court not only stopped sales but also ordered MNSWR Group to compensate Loro Piana €400 for each infringing shoe sold and to reimburse €6,700 in legal expenses. Furthermore, the decision required public disclosure of the ruling in major newspapers and on the Viola Milano website.

Gabriele Cuonzo, counsel for Loro Piana, stated:

"The court's acknowledgment of the protectability of the trademark associated with the shape of Loro Piana's renowned Open Walk shoe marks a significant milestone in the enforcement initiatives undertaken by Loro Piana against those attempting to capitalize on the iconic status of this footwear, which stands as one of the hallmark products of the maison."

The Stakes for the Luxury Industry

Counterfeiting and trademark violations remain persistent threats to luxury brands, which often rely on distinctive design features rather than overt logos to set their products apart. Loro Piana’s recent victories underscore the brand’s commitment to defending its intellectual property and maintaining the exclusivity of its products.

The outcome of these cases sets a precedent for other luxury brands seeking to protect their signature designs. As the court recognized, even in the absence of prominent logos, unique design elements can be legally protected, a development that could reshape the landscape of fashion law and design enforcement.

In summary, Loro Piana’s latest win in the Italian courts not only halts Eleante Fashion’s alleged copycat operations but also reinforces the legal standing of distinctive design features in luxury footwear. As the fight against imitation intensifies, this case may serve as a blueprint for future enforcement actions across the fashion industry.