Woody Allen sues the fashion mogul, American Apparel, for alleged use of unauthorized images of the director to sell their products.

The 72-year-old filmmaker is suing for $10 million saying he was never contacted by American Apparel about displaying his likeness in billboard and Internet ads, and he never offered his consent.

As the Academy Award winning actor and director “does not commercially endorse any products in the United States of America,” the unauthorized use of his image is “especially egregious and damaging,” the complaint states.

In a departure from the skinny half-naked models usually shown to sell American Apparel products, the images in question feature the filmmaker dressed like a Hassidic Jew, in a scene from his 1977 movie, Annie Hall.

There’s also a tagline written in Hebrew, which translates, to “The Holy Rabbi.”

A representative of American Apparel explained: “Woody Allen is our spiritual leader.”

“Allen was unaware that AAI was going to utilize his image on its billboard and Web site,” the lawsuit said, as quoted by the Journal.

American Apparel’s founder Dov Charney, who’s also Jewish, didn’t comment. He started the company in 1991, and 15 years later sold it for $360 million, remaining on board as the CEO.

Charney has been sued before, for sexual harassment, and settled out of court.