Abercrombie & Fitch, the apparel chain known for its racy marketing and casual look, has sued Beyonce Knowles over a new line of fragrances.

The lawsuit claims a fragrance under the singer's alter ego name  "Sasha Fierce" will "poses a likelihood of confusion" with the retailer's own "Fierce" brand.

Media reports say Knowles plans to start selling a fragrance in early 2010 in partnership with perfumers Coty, Inc.

Abercrombie said such confusion could deprive it of control over a trademark it has used since 2002, and perhaps cost it sales. The lawsuit seeks to halt potential trademark infringement, unfair competition and deceptive trade practices.

In response, Coty executives said they do not intend to name the fragrance after Beyonce's alter-ego -- Sasha Fierce -- and hence it would pose no threat to Abercrombie's product.

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