Vogue Takes Aim at Dogue Magazine in High-Stakes Trademark Battle

Parody brands like Dogue exist to evoke a response, using clever takes on well-known trademarks to entertain, comment, or critique. US trademark law does sometimes recognize parody as a protected form of free expression, as long as such use clearly distinguishes itself from the original and avoids confusing consumers.

However at the same time, Vogue debuted its own ‘Dogue’ covers as part of a special digital project in August 2024, featuring celebrity dogs from Demi Moore and Mariah Carey. In 2025, Vogue launched their inaugural Dogue Competition looking for their next Dogue cover stars.

View this post on Instagram   A post shared by RETAILBOSS (@retailboss) The legal dispute centers on Dogue’s application for federal protection of its mark in connection with its magazine and related lifestyle products.

Vogue’s representatives argue that Dogue’s branding risks diluting the strength of Vogue’s iconic mark, especially given its long history and wide recognition in the fashion world…