Filmmaker Woody Allen has filed a lawsuit against American Apparel for $10 million US, saying the retailer used his image without permission in advertisements.

The lawsuit, according to the Associated Press, was filed Monday in Federal District Court in New York. The ads, which appeared in Los Angeles and New York in May 2007, featured a shot of Allen dressed as a Hassidic Jew from the 1977 film Annie Hall. Allen called the use of his image "egregious and damaging."

Los Angeles-based American Apparel did not return AP's calls for comment.

Allen's suit said he does not endorse products or services in the U.S.

American Apparel, which runs more than 180 stores around the globe, sells casual clothes and is known for its edgy advertising campaigns.

With files from the Associated Press