A top executive with Empire State Development, the agency that controls the ubiquitous slogan, which substitutes a heart for the word love, said the Italian fashion trendsetters did not have permission to use a similar slogan, "Gucci (loves) N.Y.," the New York Post said Sunday.

Gucci officials reportedly were trying to negotiate a deal to avoid a legal battle.

The "Gucci Loves N.Y." campaign was created to advertise the official opening of the fashion house's largest store.

The 46,000-square-foot store is in New York's Trump Tower and is filled with merchandise featuring the controversial Gucci logo, the Post said.

The Empire State group officially trademarked its heart-themed "I (love) N.Y." logo 31 years ago and has been a staunch defender of the copyright ever since.