Superstar Beyonce has been hit with a trademark infringement lawsuit from bosses at American clothing firm Abercrombie & Fitch over plans to release her own perfume using the name of her alter ego Sasha Fierce.

The Irreplaceable hitmaker revealed on Tuesday she had signed with fragrance house Coty to launch her own scent by spring 2010.

Beyonce, who has previously been the face of Tommy Hilfiger’s True Star range of perfumes and Emporio Armani’s Diamonds, said, “For me, fragrance reflects a woman’s attitude and unique sense of style.

“While I love various perfumes, I haven’t found a scent that truly personifies me as a woman. Working with Coty, I was able to turn my ideal fragrance into a reality by creating an alluring and sophisticated fragrance; one that’s reflective of my inner power.”

But news of Beyonce’s big money deal has prompted Abercrombie & Fitch to take legal action over fears her Sasha Fierce perfume will cause confusion among shoppers with their own-branded Fierce fragrance.

Company executives filed a federal lawsuit in Columbus, Ohio on Tuesday in a bid to block Beyonce and Coty releasing their scent with the word ‘fierce’ in its name.

The legal papers state the singer’s fragrance plan “poses a likelihood of confusion” for consumers and could cost Abercrombie & Fitch in sales.

They argue Fierce is the fashion brand’s “signature” scent and is regularly sprayed around its retail stores so that “all garments that leave the store have the Fierce scent attached to them”.

Abercrombie & Fitch has grossed more than $190 million in profits from the Fierce fragrance since 2002 and expects to pull in $64 million in sales this year (09) alone.

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Did any of you catch the season premiere of Gossip Girl last night? I’m ashamed to admit that I actually watch that show still.  I have no business (as a 32 year old woman) watching such a terrible show! In fact, I’ve never felt so old, as when I watch it – but hey, I still do. I can’t help it! I just like staring at all the pretty people, and their pretty clothes! So sue me! Anyway – Blake Lively recently opened up to OK! Magazine, and gave them two of her favorite products!

The blonde bombshell uses Kérastase Paris Masque Oléo-Curl Intense to give her trademark waves bounce and shine, and Chantecaille Lip Chic in Heirloom on her perfect pout. $58, kerastase.com; $30; chantecaille.com. I’ve never tried either of those products, and if any of you have – we’d love to hear from you!

Rumer Willis plays a sorority girl in the horror flick Sorority Row. Like any upscale college cutie, clothing plays a big part of her life.

“My friends call me the bag lady because in my car, I always have at least one change of clothes and all these different things,” Demi’s daughter, 21, tells me. “I think if you have a swimsuit with you at all times, if you have a dress you can throw on, you have whatever you need and you can go anywhere.”

With fall coming up, what does Rumer look for in a leather jacket?

“I like it to be warm,” she says. “I think things with character are much more interesting than something that’s entirely perfect.”

What’s her red carpet beauty secret?

“Don’t put too much black eyeliner on top because it’ll close your eyes, and when you have flashbulbs in your eyes blinding you, your eyes will get really small and you’ll look like you have no eyes a little bit.”

Rumer credits this role for helping her grow.

“I look for characters that will either push me outside of my comfort zone and challenge me or do things that I want to explore,” she says.

What movies scared her when she was growing up?

“I watched The Mask when I was younger, and the scene where Jim Carrey’s thing went over his face, scared the crap out of me. Luckily I’ve gotten over that.”

Sorority Row is in theaters now.

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I don’t see what all the hype is about. It’s dripping wet – there’s no way to tell what her hair really looks like! I want to see her real hair dry – with products or whatever…

What do you think?

OK! Magazine is pleased to announce that Kim Kardashian will serve as the magazine’s Contributing Beauty Editor, beginning at this September’s New York Fashion Week.

Kim, who recently announced the launch of her own fragrance with Lighthouse Beauty, will bring the inside scoop via print and video from backstage at the season’s biggest shows, exclusively to the pages of OK! Magazine and okmagazine.com. Her multi-faceted role will also continue beyond Fashion Week, as she provides her expertise –­ tips and favorite products ­– in regular, seasonally-themed features and columns for OK!

“I’m really looking forward to being a part of the team at OK!,” says Kim. “Now the types of tips I’ve given on my own blog can be seen by an even wider audience. I’ve always loved beauty, so opportunities like this and the upcoming partnership with Lighthouse feel like natural, perfect fits.”

“We are proud to welcome Kim to OK!,” says Publisher Lori Burgess. “She represents Hollywood’s new breed of celebrity — transforming her star status into a legitimate brand and business.”

She represents a new breed of celebrity? That’s scary!

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