Beyoncé, the mononymous pop music icon, has been involved in a trademark lawsuit that illustrates the evolving nature of dilution law in trademark litigation. In 2016, plaintiffs Beyoncé Giselle Knowles-Carter (a/k/a Beyoncé) and BGK Trademark Holdings, LLC (collectively, Beyoncé or the plaintiffs) sued a business named Feyoncé, Inc. in the Southern District of New York. Beyoncé’s complaint alleges trademark infringement and dilution, unfair competition and unjust enrichment, as well as a permanent injunction against further use of the allegedly infringing mark “FEYONCÉ” on certain merchandise.

An obvious pun on the name Beyoncé, “FEYONCÉ” is a mark used by Feyoncé, Inc. in connection with merchandise it retails online for persons engaged to be married—i.e., fiancés. Examples of the allegedly infringing merchandise are featured in the complaint. They consist of mugs and clothing emblazoned with the word FEYONCÉ in bold lettering. Sometimes the products include the tag line “HE PUT A RING ON IT”—an apparent reference to Beyoncé’s song “Single Ladies.”