But Kim Kardashian has been left furious after clothing brand Old Navy used a lookalike in their new ad campaign.
The 30-year-old reality star is now suing the clothing giant for somewhere in the region of $15 - $20 million.
Perhaps adding to Kardashian's fury is the fact that the model and actress in the ad, Melissa Molinaro, is said to be currently dating 26-year-old NFL player Bush.
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Spot the difference: Kim Kardashian, left, is taking legal action over an Old Navy ad starring model Melissa Molinaro, right, who is rumoured to be dating Reggie Bush
Molinaro's music video-inspired campaign for the company has become a web video viral hit.
The 'Super C-U-T-E' clip, promoting the brand's jeans, has so far had 1.7 million hits.
In the video, Molinaro is the mirror image of Kim, with her hair and make-up styled to look just like the socialite.
Doppelgänger: In the advertisement, Molinaro hair and make-up is styled almost identically to Kim's
Kim filed her federal lawsuit against Old Navy in Los Angeles today, asserting that the company are using the double in order to make people believe she is associated with the label.
She is suing the company for 'the unauthorised use of Kardashian's name, likeness, identity, and persona.'
Represented by intellectual property attorney Gary Heckler, Kim's representation told the MailOnline she is seeking compensatory and punitive damages.
Seem familiar? Molinaro even tries her hand at a signature Kim 'look over the shoulder' pose
The reality star claims in the lawsuit, which was first reported by TMZ, that Old Navy is using Molinaro to 'evoke her identity and persona.'
A statement from Kim's representation reads: 'Old Navy launched a multimedia advertising campaign featuring television and online ads that misappropriate Kardashian's likeness in the form of a celebrity look-alike, and styled the infringing ads to evoke Kardashian's identity and persona.'
'Kim Kardashian is immediately recognisable, and is known for her look and style. Her identity and persona are valuable. When her intellectual property rights are violated, she intends to enforce them,' her lawyer added.
New squeeze: Model and actress Molinaro is said to be currently dating 26-year-old Bush, and her music video-inspired campaign for the company has become a web video viral hit
Bootylicious: Molinaro recently released her debut single 'Dance Floor', where she is seen prancing around and posing in an array of leotards and skimpy bathing suits that show off a rounded derrière, similar to Kim's
Kim is said to be especially angry that along with the advertisement, Old Navy are consistently tweeting promotional titbits about the campaign, linking them to her own Twitter account.
In happier times: Kim famously dated NFL star Reggie Bush for just under three years, after the pair met at the ESPY Awards
'@CBSNEWS reports that Old Navy's Super CUTE star looks like @kimkardashian. #LOL. What do you think?' reads one the tweets.
Bush's rumoured new parter, however, thrilled about being compared to Kim.
'To me it's extremely flattering. She is a beautiful woman...That's an amazing compliment,' Molinaro recently told E! News.
The attention surrounding the 29-year-old brunette is no doubt perfect PR for the aspiring pop star and actress.
The exotic beauty is best known for being a competitor on the 'Pussycat Dolls Presents: The Search For The Next Doll' and also P. Diddy's hit show 'Making The Band,' where she just missed out on becoming part of now defunct female group, Danity Kane.
Melissa also scored a major role in the dance/romance film 'Honey 2', the follow up to Jessica Alba's original flick, Honey, but it went straight to DVD in the U.S.
She also recently released her debut single and video 'Dance Floor', where she is seen prancing around and posing in an array of leotards and skimpy bathing suits that show off a rounded derrière, similar to Kim's.
Kim famously dated NFL star Reggie Bush on and off for just under three years, after the pair met at the ESPY Awards.
The couple split at the end of 2009, but reunited a few months later.
They dated again up until March 2010, before finally calling it quits.
Kim has since moved on, and is set to marry NBA player Kris Humphries next month, in what will no doubt be a lavish ceremony.
Classic LBD: Kim was joined by her husband-to-be Kris Humphries last night at the Noon By Noor Launch in West Hollywood
Legs on show: The reality star looked great in her ensemble, which she teamed with towering heels
Preparations have extended well beyond purchasing a dress and a cake, with Kim hiring Dancing with the Stars professional Mark Ballas to tutor the couple personally for their first dance.
The pair got engaged in May after Kris proposed with a 20.5-carat Lorrain Schwartz diamond engagement ring.
Old Navy declined to comment when contacted by the MailOnline.
Keeping it fresh: Earlier Kim was spotted out and about in Los Angeles arriving at a studio with wet hair before leaving later with a finely coiffed mane
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