Reality star Kim Kardashian has launched legal action against popular US clothes brand Old Navy for using a look-alike model in their new advertising campaign.
Kardashian is seeking an amount around 15 to 20 million dollars in compensatory and punitive damages from the retail chain for its unauthorised use of her ‘name, likeness, identity, and persona’.
The fact which perhaps is all the more infuriating Kardashian is that her look-alike, Melissa Molinaro, is currently dating the socialite''s former boyfriend Reggie Bush.
The 'Super C-U-T-E’ clip shows Molinaro as the mirror of Kardashian, with the make-up and hair styled just like the American actress.
The video promoting the brand’s jeans has had 1.7 million hits hitherto.
“Old Navy launched a multimedia advertising campaign featuring television and online ads that misappropriate Kardashian's likeness in the form of a celebrity look-alike, and styled the infringing ads to evoke Kardashian's identity and persona,” the Daily Mail quoted Kardashian's representation and intellectual property attorney Gary Heckler as saying in a statement.
“Kim Kardashian is immediately recognisable, and is known for her look and style. Her identity and persona are valuable. When her intellectual property rights are violated, she intends to enforce them,” he added.