Popular wedding dress designer Hayley Paige Gutman has announced her resignation from JLM Couture after a year-and-a-half-long battle with the company regarding the terms of her new contract.

Gutman addressed the controversy in an emotional Instagram video where she explains in the caption, "It is with a heavy heart that I have resigned from my role as head designer of my labels with JLM Couture. Going forward, I will no longer be associated with any of their products, including the designs and dresses which bear my name."

The post was shared on a new Instagram account, @allthatglittersonthegram, that Gutman recently opened up because she claims that JLM Couture has taken full control over her original, personal account, @misshayleypaige.

Gutman began working with JLM Couture in 2011 when she was 25 and has since built nine lines with the company. But when the contract came to a close, Gutman and JLM were unable to reach new contract terms as Gutman was looking for terms that did not seem “so one sided.” Gutman goes on to describe the relationship between the company and herself as one that felt "controlling, manipulative, and bullying.”

She goes on to add that, “There was an overreaching into my personal life and creative freedoms outside of bridal design that very much felt like a violation of my good faith. I do not wish to subscribe to their business ethics or the way they treat employees and others. I’ve decided I no longer want to work for a company that does not align with the human qualities that I value and respect the most."

In response to the fallout from the new contract terms, JLM Couture filed a lawsuit in which, according to Gutman, the company was granted temporary control over the designer's Instagram, Tik Tok, and Pinterest accounts.

JLM confirmed the news with Page Six Style in a statement that read in part, “For nearly a decade, JLM Couture has worked closely with Hayley Paige Gutman and was the 100% financial backer of the Hayley Paige brand and helped grow it into a successful wedding gown line. While negotiating a new employment contract, the two sides disagreed over how much freedom Hayley would have to promote her non-related side businesses on the company site. After Hayley stopped posting JLM content and deprived the company access to the account, we brought the matter before the court. After carefully listening to both sides, a judge granted us the Temporary Restraining Order (TRO). We respect the judge’s decision that JLM should have temporary control over the company site and feel the process was fair and equitable. Joe continues to hold Hayley in high regard and hopes to resolve their differences.”

According to Gutman, the temporary restraining order gives JLM Couture control over the designer's full birth name, “Hayley Paige Gutman,” and all other derivatives of the name including “Hayley,” “Paige,” “Hayley Gutman,” or “Hayley Paige.”

The temporary restraining order also required the designer to stop making television appearances without the company's permission and that all social media accounts and their passwords associated with the designer be handed over to the company.

In her emotional Instagram video, Gutman describes how she is treading carefully when using her name, insinuating that she does not want to violate the judge's orders. However, Gutman expresses her heartbreak over not being able to have control over her Instagram account, which she describes as being more than just a business account.

Gutman details how she no longer has access to the personal aspects of the account, which include photos, videos, captions, and other posts outside the realm of JLM Couture that detail the designer's personal life, including her engagement, her divorce, and her struggles with anxiety, among other life milestones.

Gutman points the finger at JLM Couture, explaining that the company wants to "take authentic relationships on Instagram and turn them into purely a business opportunity or a product-driven page."

In her new account, Gutman expresses her frustration by telling her more than 1.1 million followers on the original account that any posts, likes, or comments that her fans receive are not coming from her but from the parent company that is trying to strip her of her name.

Gutman also implores viewers on her new Instagram account that before they enter into any business agreement, they should always have a lawyer look over their contract, referring to her claim that she did not have a lawyer present to look over the terms of the contract when she signed in 2011. JLM responded to the designer's statement with one of their own that asserts, "It is documented that Hayley had a lawyer help her review her employment contracts. She consulted with her lawyer prior to signing the contract, there were multiple rounds of negotiations between Hayley and JLM until both parties settled on an agreement each felt was fair and mutually beneficial."

Lawsuits like this in which designers or creators lose rights over their names are not new. In August 2014, luxury design house Chanel won a lawsuit against a salon owner Chanel Jones who owned and operated a beauty salon and spa that bore her personal name, Chanel’s Salon. Similarly, designer Kate Spade signed away the rights to her name when she sold her company in 2007 to Liz Clairborne. Makeup artist Bobby Brown also had to rebrand her company when her name was acquired by Estee Lauder Companies in 1995.

The main difference in this case is the impact social media has on distinguishing between where a brand that bears the name of an individual starts and the ownership to that brand as it relates to the person whose personality and lifestyle drives the brand. While companies trademarking an individual's name because of brand recognition is not something new, the question remains, how far does a company's control of a name reach as far as ownership of the personality and "influence" behind the name?