Lady Gaga launched the new Album Mayhem in March 2025, promoting it with a tour and the sale of clothing bearing this name. This was not appreciated by Lost International LLC, an American company that has been selling sport clothing since ‘80s under the Mayhem brand, which is subject to an US federal registration. In April, Lost filed an infringement lawsuit against Lady Gaga. The episode demonstrates the importance of conducting novelty research before any use of distinctive signs and marketing actions.
