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Victoria Beckham has been dealt a fresh blow after a crushing legal battle over the trademark of her self-titled fashion label, which she lost against a Norwegian beauty brand. The Spice Girls star argued that the firm titled Vendela Beauty's logo was similar to her global brand, and its abbreviated version would leave consumers confused.
Victoria stated that both brands, which are identified by their VB layout, are near-identical and both businesses sell similar products. However, the 51-year-old lost the battle after it was ruled that she is not famous enough in Norway, compared to Vendela Beauty's Vendela Kirsebom, who hails from the country and filed her trademark in 2021. Arguing her case, Victoria submitted her Instagram followers, international magazine features and sales figures to prove she had a big presence in the country.
Despite this, Norway’s patent body decided there was not enough evidence that the singer's brand was well-known enough in the Nordic state, and ruled they were different enough to avoid confusion.
The Norwegian ex-swimwear model Vendela Kirsebom filed her trademark application in September 2021 for her beauty brand, which also sells a range of skincare, makeup, hair care and fragrance products.
It was eventually registered in December 2023, before Victoria formally opposed it. However, according to The Sun, the Norwegian Industrial Property Office ruled against the mum of five.
It was reported that senior legal adviser Tord Hestenes wrote a judgment acknowledging Victoria's popularity in the industry, but added that it "does not mean that her initials or the combined mark can be considered well-known for this reason alone”.
The publication added that he also said her evidence had limited value because her follower count did not actually show how many were in Norway.
He added that it had not been successfully proved how many Norwegians read the international magazines cited, and the sales figures provided covered the entire Nordic region, not just Norway.
Mr Hestenes ruled there was “no risk of confusion” over the brands. He added: "Documentation in the case does not provide grounds for assuming that the opponent’s mark will be linked to the name Victoria Beckham."
This comes after the fashion designer addressed criticism of her four children as she opened up about the "hardest part" of family life.
Victoria appeared on the Call Her Daddy podcast and discussed the claims that her children with husband David Beckham — Brooklyn, Romeo, Cruz, and Harper — are "nepo babies".
She stated: "We're constantly calling the children of famous parents nepo babies. Give the kids a chance, it's not their fault, you know."
Emphasising her point, she added: "I think, just give the kids a chance. And our kids are genuinely all really good, sweet, kind human beings. You know, being kind is so important, hard-working. They don't expect anything to just happen.
The Daily Express has approached Victoria Beckham's representatives for comment.