Two brands. One iconic name. Endless confusion. For decades, Mario Valentino and Valentino Garavani have battled over the rights to a name synonymous with Italian craftsmanship and elegance. If you have ever spotted a Valentino handbag and paused to wonder which brand it belongs to, you are not alone.

This is not just a legal matter; it is a clash of legacies. Mario Valentino, a pioneer of refined leather goods since 1952, and Valentino Garavani, the face of high-fashion glamour since 1967, have spent years locked in disputes over trademarks, branding, and consumer perception.

Their rivalry tells a bigger story about identity and ownership in the luxury industry. It is about more than fashion; it is about the value of a name, the power of trademarks, and the blurred lines between competition and confusion.

The Origins of Mario Valentino and Valentino Garavani

Mario Valentino established his brand in Naples in 1952, earning recognition for elegant leather goods. With collaborations involving Karl Lagerfeld and Gianni Versace, Mario Valentino became known for minimalist designs and craftsmanship.

Valentino Garavani entered the fashion scene in Rome in 1967 with a bolder approach. His designs, marked by the iconic Valentino red and V logo, quickly became symbols of glamour and exclusivity. By the late 1960s, Valentino Garavani was a favourite of high society and celebrities.

While the two brands built strong reputations, the shared use of the Valentino name led to consumer confusion and an ongoing fight over brand identity.

The 1979 Coexistence Agreement

To settle disputes, the two brands signed a coexistence agreement in 1979. This agreement defined how they could use the Valentino name without misleading consumers.

Under the agreement, Mario Valentino could use branding like Mario Valentino or MV. If Valentino appeared on its own, Mario Valentino had to be present on internal labels. Valentino Garavani could prominently display Valentino but was required to include Garavani in smaller text.

While this framework was meant to create clarity, it became a source of future disagreements as both brands expanded their markets.

Legal Disputes Over Branding

In 2019, Valentino Garavani filed a lawsuit against Mario Valentino in the United States, alleging a violation of the coexistence agreement. The claim focused on the use of “Valentino” in ways that misled consumers into believing Mario Valentino products were associated with Valentino Garavani.

Mario Valentino countered by citing its earlier founding date and adherence to the agreement, arguing it had a rightful claim to the Valentino name.

A settlement was reached in June 2024, resolving this particular dispute, though the terms remain confidential. However, the rivalry is far from over, with over several cases still active in Italy. These include disputes over advertising, unfair competition, and the constraints imposed by the 1979 agreement.

The Consumer Confusion

The Valentino dispute continues to baffle shoppers. Online forums, such as Reddit’s r/handbags, are filled with questions from buyers trying to distinguish between the two brands. Many are unaware of the history and legal agreements shaping the use of the Valentino name.

This confusion is not just a marketing concern; it highlights the legal need for maintaining a clear brand identity, particularly in the luxury market.

Valentino: A Name Divided

The dispute between Mario Valentino and Valentino Garavani is more than a fight over trademarks; it is a battle for control over how the Valentino name is perceived in luxury fashion. Decades of agreements, lawsuits, and settlements have failed to erase the confusion or rivalry, leaving consumers and courts to untangle the story behind a shared legacy.

In the end, this ongoing feud is a powerful reminder of what is at stake in protecting brand identity. In the world of luxury, a name is not just a name; it is the foundation of trust, prestige, and power. For Mario Valentino and Valentino Garavani, the fight for that foundation is far from over.