GUCCI has lost a four-year legal battle against Guess. The trademark dispute between the two labels - over allegations that Guess had duplicated Gucci's logo on a line of shoes - concluded late last week.

Gucci first filed a lawsuit against Guess in 2009 - in both New York and Milan - accusing the brand of counterfeiting, unfair competition and trademark infringement, with particular reference to the use of a similar "G" stamp appearing on shoes. The New York case closed in 2012, finding in favour of Gucci and awarding the fashion house $4.7 million (£2.9 million), in damages for Guess' breach of its signatures - although this was later decreased to $456,183 (£290,199).

In contrast, the Milan court ruled in favour of Guess, ordering the cancellation of several of Gucci's Italian pattern trademarks - including the "G" stamp, declaring that it was common in the world of fashion, and separate from the brand's interlocking double G logo.

"The Italian court in Milan ruled against each and every single claim that Gucci filed against Guess four years ago," said Paul Marciano, CEO of Guess. "The tactics of Gucci are nothing less than bullying. Because of their endless resources, Gucci has been forum shopping all over the world to try and stop Guess from expanding its successful accessories business. It's fundamentally wrong and unconscionable. There are global trends that Gucci itself follows as anyone does in fashion; they are no different from Guess in that regard."

A spokesperson for Gucci responded, saying that they "strongly disagree" with the decision, and confirmed that they will appeal against the ruling.

"Gucci firmly believes that the decision of the court of Milan is extremely incorrect, in particular because, in Gucci's view, such decision does not take into account that Guess' use of trademarks similar to Gucci's ones - famous, well-known and appreciated around the world - displays an unlawful and parasitic free-riding on Gucci's trademarks and, in general, on its brand image," read a release from the fashion house.