Burberry Sues Target For Ripping Off Its Iconic Check Print


Burberry is out to protect its iconic check print.

The fashion house filed a trademark infringement and counterfeiting lawsuit against beloved retailer Target for selling products that were “blatant reproductions” of Burberry's trademark check print, which was introduced in the 1920s.

According to the lawsuit, the luxury brand sent Target a cease-and-desist letter back in 2017 after discovering the retailer produced “unauthorized copies” of the pattern on items including eyewear, luggage, and water bottles. Target, however, continued to produce items featuring the check print, including scarves (one of Burberry’s most coveted items).

The fashion house argues that the "superficially indistinguishable" print Target is selling can confuse shoppers, who might mistake those items for actual Burberry pieces. (Side note: Target does sell Burberry perfume, but not clothing or accessories.)

"Target’s well-publicized history of collaborating with popular brands and fashion designers to promote and sell Target-exclusive limited-edition collections further heightens the risk of such consumer confusion,” reads the lawsuit.

Burberry's currently seeking $2 million for each alleged trademark infringement plus other contentions.

Guess we won't be see a Burberry x Target collab any time soon.

Fashion Editor

Marina Liao is the former fashion news editor at Marie Claire, where she covered celebrity style (from Meghan Markle to Katie Holmes), fashion trends, and shopping advice, plus conducted original interviews with industry insiders. She's now the Senior Commerce Editor at House Beautiful, where she owns coverage on deals and sales across home decor and accessories, in-depth product reviews on furniture and appliances, as well as news around new product launches since 2023. With help from leading designers and tastemakers, Marina spotlights quality products while tracking current design trends, a skill she’s mastered over six years in fashion media. Marina holds a bachelor’s degree in journalism from Stony Brook University, beginning her career in narrative-driven commerce coverage as an editorial assistant at PopSugar.