Beyonce's use of Sasha Fierce prompts a lawsuit by New Albany, Ohio's Abercrombie & Fitch

Beyonce at the MTV video music awards

A lawsuit filed by Abercrombie & Fitch, against Grammy-winner Beyonce Knowles, alleges that her use of Sasha Fierce, for a new fragrance deal with Coty, is a trademark violation. Beyonce's 2008 album, I Am...Sasha Fierce,  introduced her fans to her alter ego, Sasha Fierce," as a wilder untamed version of herself.

The clothing manufacturer released a fragrance, by the name of Fierce, in 2002, and secured a trademark for the name, in 2003. Their lawsuit, filed in the U.S. District Court in Columbus, claims that Beyonce would benefit financially from the association of Fierce, with their product, and would harm their projected sales. The lawsuit was prompted by Knowles failure to take action after receiving a cease-and-desist notice from the Abercrombie & Fitch legal team. The Fierce fragrance, which is infused throughout their retail stores, has earned the teen-clothing giant $190 million.

Beyonce refuted the retailer's trademark assertion, stating that there would not be any confusion between the two fragrance names, and applied for a "Sasha Fierce" trademark in September 2008. Together with her mother, Tina Knowles, Beyonce launched a clothing line for young-female teens called Sasha Fierce.

Coty denies the claim that they intend to use the term Fierce in the name of the new fragrance, due out in 2010.

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