Film director Woody Allen speaks during a press conference for Cassandra's Dream during the 2007 Toronto International Film Festival. ((Aaron Harris/Canadian Press) )

American Apparel intends to bring details of director Woody Allen's personal life into a New York courtroom next month in an attempt to deflect a lawsuit from the U.S. director.

Allen, 73, is suing the clothing company for using his image last year on a website and on billboards in Hollywood and New York.

The director of Annie Hall and Vicky Cristina Barcelona  is demanding $10 million in damages, saying he does not endorse products in the U.S. and did not authorize use of his image.

But American Apparel lawyers plan to argue Allen's reputation cannot have been damaged because he has already ruined it himself.

In a case to come to before a federal court in Manhattan May 18, lawyers plan to bring forward salacious details about Allen's relationships to actress Mia Farrow and their children.

Farrow accused Allen of abusing one of their daughters and after their split, won full custody of the children.

Lawyers also plan to review the scandal over Allen's romantic relationship with Farrow's adopted daughter Soon-Yi Previn.

"Woody Allen expects $10 million for use of his image on billboards that were up and down in less than one week. I think Woody Allen overestimates the value of his image," company lawyer, Stuart Slotnick said.

"Certainly, our belief is that after the various sex scandals that Woody Allen has been associated with, corporate America's desire to have Woody Allen endorse their product is not what he may believe it is."

The company defence has complained that Allen has not responded to requests for documentation around the sex scandal and his relationship with Farrow.

American Apparel took down the billboards, which featured an image from the film Annie Hall in which Allen is dressed as a Hasidic Jew, after a week.

Allen appeared in court in December in preliminaries to the lawsuit. He termed American Apparel's ads "sleazy" and "infantile."