Abercrombie & Fitch said in a lawsuit that Knowles' intent to use the name constitutes trademark infringement, unfair competition and deceptive trade practices. Abercrombie said its Abercrombie & Fitch Trading Co subsidiary has owned the Fierce trademark since 2002 for its own men's fragrance.
It asks the court to order Knowles to halt her plan to sell a fragrance with a similar name.
Abercrombie says sales of its fragrance have exceeded $US190 million ($A217.7 million). It projects 2009 sales at $US64 million ($A73.3 million). The Sasha Fierce branding is from Beyonce’s album “I am … Sasha Fierce” which debuted at No. 1 on the U.S. Billboard 200 chart.