By DAILY MAIL REPORTER
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
They say that imitation is the sincerest form of flattery.
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.
Doppelgänger: In the advertisement, Molinaro hair and make-up is styled almost identically to Kim's
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.
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.'
Seem familiar? Molinaro even tries her hand at a signature Kim 'look over the shoulder' pose
Represented by intellectual property attorney Gary Heckler, Kim's representation told the MailOnline she is seeking compensatory and punitive damages.
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.'
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
'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.
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.
'@CBSNEWS reports that Old Navy's Super CUTE star looks like @kimkardashian. #LOL. What do you think?' reads one the tweets.
In happier times: Kim famously dated NFL star Reggie Bush for just under three years, after the pair met at the ESPY Awards
Keeping it fresh: Kim spotted out and about in Los Angeles today arriving at a studio with wet hair