The Spotlight section on Lux Juris offers quick updates and key insights into the latest developments in fashion and luxury law. Stay informed with concise, relevant information.
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Hermès vs Mini Nana: When Removing the Logo Is Not Enough
The absence of a logo is often seen as the difference between a counterfeit and a dupe. If a bag is sold without the Hermès name, many assume the legal risk drops significantly. A recent French decision shows why that assumption can be dangerous. In Hermès vs Mini Nana, the Marseille Judicial Court found that…
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Lacoste vs Crocodile International: The Crocodile Logo Trademark Case
For many people around the world, a small green crocodile stitched on a shirt immediately brings one brand to mind: Lacoste. The French clothing company has used this symbol for decades and built much of its identity around it. But Lacoste is not the only brand that uses a crocodile on its clothes. Crocodile International,…
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Patagonia vs Pattie Gonia
Patagonia, Inc. v. Entrepreneur Enterprises, Inc. (Pattie Gonia). Trademark infringement, dilution, and registration of a similar mark. On 21 January 2026, Patagonia, Inc. filed proceedings in the United States District Court for the Central District of California against Entrepreneur Enterprises, Inc., doing business as Pattie Gonia Productions, and its founder Wyn Wiley. The complaint brings…
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MIU MIU vs MIN MIN: Why Small Changes Were Not Enough
MIU MIU is a long-established brand within the Prada group’s portfolio, used for ready-to-wear, footwear and leather goods, including handbags. At the time the Opposition Division delivered its decision on 14 January 2026 in Prada S.A. v. Guangzhou Min Min Leather Co., Ltd, the mark was supported by a dense network of branded retail stores…
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J’ADORE vs ADORE Professional (EUIPO): Naming Risks in Beauty Branding
J’ADORE v. ADORE Professional: Reputation and the Limits of Brand Differentiation in EU Trade Mark Law The EUIPO Opposition Division’s decision of 13 January 2026 confirms the continuing reach of reputation-based protection in EU trade mark law. The opposition, filed by Parfums Christian Dior, succeeded in blocking the registration of ADORE professional for manicure and…
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Hermès Birkin Shape and Marks Declared Well-Known Trade Marks in India
On 24 November 2025, the Delhi High Court recognised the Birkin bag’s three dimensional shape, the Hermès word mark and the stylised marks as well-known trade marks in India. With this, the Birkin silhouette now sits among the most strongly protected trade marks in the country. The Parties Hermès International and its Indian subsidiary initiated…
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Total90 LLC Sues Nike for Use of TOTAL 90 Mark
Nike previously used the name TOTAL 90 for a football boot line, but its trademark registration was cancelled in April 2019. After cancellation, the name was no longer in commercial use. Under U.S. trademark law, once a mark is no longer used, it loses protection. During that period, Total90 LLC adopted the name TOTAL90 in…
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Hermès vs HERMÉS CLUB: EUIPO Rejects HERMÉS CLUB Application
The refusal of the trade mark HERMÉS CLUB offers a useful moment to examine a recurring pattern emerging at the intersection of branding and trade mark law. The filing was submitted by Europe Design Center SAS, a company that has recently pursued the registration of marks structurally anchored to established luxury houses yet lacking independent…
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Chanel Protects CC Mark Against Confusingly Similar Trademark
On 24 September 2025, the European Union Intellectual Property Office (EUIPO) Opposition Division upheld Chanel’s opposition to a European Union trade mark application filed by Organic Choice Ltd. The application covered goods in Class 3 and Class 25, including perfumery, cosmetics, clothing, footwear, and headgear. The opposition relied on Chanel’s French trade mark registration and…
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Chanel Prevails After Opposing JNANEL Trade Mark
The European Union Intellectual Property Office (EUIPO) has rejected the trade mark application for JNANEL (figurative) following opposition by Chanel based on its earlier word mark CHANEL. On 16 September 2025, the Opposition Division agreed with Chanel and refused the application in full. The decision highlights the importance of how a mark sounds, showing that…
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Valentino Ownership and Eyewear Licence 2025
On 10 September 2025, Kering and Mayhoola announced an update to Valentino’s shareholders’ agreement. Five days later, on 15 September, Valentino and Kering Eyewear confirmed a new global partnership for the brand’s eyewear business. Both are contractual, showing how law provides structure and stability while enabling growth for a luxury house. About Kering and Mayhoola…
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Hermès Wins Major Copyright Case Over Iconic Sandal Designs
On July 11, 2025, the Paris Court of Appeal has delivered a resounding affirmation of creative protection within the luxury sector, partially upholding Hermès International’s claims against footwear imitators in a closely watched intellectual property dispute. The court confirmed copyright infringement for two specific mule models that copied the signature “H” shape of Hermès’ well…
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New York Fashion Workers Act: A New Era of Accountability
“As someone that’s been in this industry since a teenager, watching the Act take shape has been incredibly meaningful. I have been a victim of mistreatment and the pressure to accept things that shouldn’t be normal. This Act feels like a turning point. We matter. Our bodies are not for sale, and we deserve to…
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Stronger ‘OFF’: Off-White Stops OFFPLAN
Decision date: 11 July 2025 In the fashion sector, a single word such as “OFF” can be sufficient to block another mark if the new sign covers the same or closely related product classes. The risk of rejection is high because the likelihood of confusion for fashion and accessories remains significant. Minor changes to a…
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Louis Vuitton Counterfeit Case: Singapore Court Decision
On 2 July 2025, the High Court of Singapore in Louis Vuitton Malletier vs Ng Hoe Seng ruled on statutory damages for selling goods online that carried counterfeit versions of a luxury brand’s trade marks. Ng Hoe Seng, the person behind EMCASE SG, ran an Instagram store called emcase_sg which offered items described as “upcycled”…
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Lululemon vs Costco: Lawsuit Alleges Copycat Apparel and Trade Mark Infringement
Lululemon vs Costco Dispute Filed in California On 27 June 2025, Lululemon Athletica Canada Inc. and Lululemon USA Inc. filed a lawsuit against Costco Wholesale Corporation in the United States District Court for the Central District of California. The claim alleges that Costco has imported, marketed and sold garments that imitate the protected design features,…
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Why Cultural Identity Is Taken Without Consent in Fashion
Why Fashion Law Struggles to Address Cultural Appropriation When a global fashion house unveils a design on the runway, few inside the industry stop to ask where it came from, who first shaped it, or whether permission ever figured in its making. Some forms are celebrated as fresh creative work, while others are quietly lifted,…
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SUPREME Trademark Dispute: ‘Supredog’ Mark Cancelled by EUIPO
On 11 June 2025, the European Union Intellectual Property Office cancelled the word mark ‘Supredog’ following an invalidity application by Chapter 4 Corp., the company behind SUPREME. The Cancellation Division found that the contested mark was too closely aligned with the earlier SUPREME figurative mark and that its continued use would unfairly benefit from the…
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Levi Strauss v. Gear Up International: Use of similar curved line could mislead consumers and exploit Levi’s reputation.
On 29 April 2025, the EUIPO issued its decision in Levi Strauss & Co v. Gear Up International Ltd, partially upholding Levi Strauss’s opposition to a figurative trade mark application filed by Gear Up. The contested sign, consisting of two curved lines converging at a pointed centre, was found to create a mental association with…
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Supreme Wins EUIPO Opposition Against ‘Supins’ Mark
Supreme has succeeded in a recent trademark opposition before the European Union Intellectual Property Office (EUIPO), securing a full rejection of a rival application that bore similarities to its well-known branding. On 8 April 2025, the EUIPO’s Opposition Division ruled in favour of Chapter 4 Corp., the owner of the Supreme brand, in a case…
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Patagonia Takes Legal Action Against Marden’s Over Counterfeit Goods
Patagonia Inc. filed a lawsuit on March 18, 2025, against Marden’s, a discount retail chain in Maine, alleging trademark counterfeiting, trademark infringement, unfair competition, dilution, and copyright infringement. The complaint, filed in the United States District Court for the District of Maine, claims that Marden’s has been selling counterfeit Patagonia-branded jackets featuring unauthorised reproductions of…
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Beverly Hills Polo Club vs. Amazon: Court Orders Nearly $39M in Damages
The High Court of Delhi has ruled in Lifestyle Equities CV & Anr. vs Amazon Technologies, Inc., exposing how e-commerce giants leverage marketplace dominance at the expense of brand owners. Amazon was found to have used a logo infringing upon the Beverly Hills Polo Club (BHPC) trademark, leading to a permanent injunction and substantial damages.…
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Delhi High Court Grants House of Masaba an Injunction Against “Masaba Couture” Copycats
The Delhi High Court has granted House of Masaba Lifestyle. an interim injunction against Masabacoutureofficial.co & others for unauthorised use of the MASABA trademark. The order not only restrains the defendants from using the brand name but also directs Instagram to remove infringing pages and disclose the defendants’ details. House of Masaba and Its Trademark…
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The New York Fashion Workers Act 2025: A Stitch in Time for Labor Rights
For years, New York’s fashion industry has been a double-edged sword: glamorous on the surface but frayed at the seams when it comes to worker treatment. The industry has faced criticism for low wages, grueling hours, and workplace conditions that could make anyone feel like they were caught in a fashion faux pas. The COVID-19…
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Jacquemus Defends Its Identity: Stopping Domain Misuse
Jacquemus built its name in fashion, not for others to misuse. When unauthorised domains surfaced, attempting to exploit its brand name, Jacquemus took the fight to WIPO. The cases exposed clear bad faith registrations, with respondents either misleading consumers or sitting on domains for profit. The rulings in favour of Jacquemus made one thing clear:…
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Levi’s Strikes Again: Philipp Plein’s Tab Trademark Troubles
Levi Strauss & Co. has once again taken legal action to defend its iconic tab trademark. The denim brand has filed a lawsuit against Philipp Plein International and Philipp Plein Americas, alleging that Plein’s use of black tabs with the word “Plein” on their apparel infringes on Levi’s trademark rights. The lawsuit, filed in December…
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Walmart’s Wirkin: Is It Crossing the Line of Fashion Imitation?
Walmart’s “Wirkin” bag has caused a stir because it looks so much like the famous Hermès Birkin. The Birkin is seen as the peak of luxury, with prices starting above $12,000, and is known for being hard to get unless you build a relationship with Hermès. Many buyers spend a lot on other Hermès items…
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Louis Vuitton and Unauthorized Refurbishment: Trademark Infringement Case
A recent ruling in the Patent Court of Korea has reinforced the critical role of trademark protection in the luxury goods market, particularly regarding unauthorized product alterations. The court ruled that a bag repairer must pay 15 million won ($10,745) in damages to Louis Vuitton Malletier for refurbishing Louis Vuitton bags without authorization and for…
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Assos Sues ASOS Over Trademark Dispute in UK Court
Swiss cycling brand Assos has filed a lawsuit against ASOS in the English High Court, with ASOS, Asos.com, and Asos France named defendants. The lawsuit, filed last Friday, follows a history of legal disputes between the two companies. The grounds for the current lawsuit are not yet clear. Assos, previously owned by the Maier family,…
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Is the Market Too Small for Perfumes Compared to Sneakers? Why Perfumers Deserve Recognition
Is the market too small for perfumes compared to sneakers? It is time to recognise perfumers as the artists they truly are, creators whose rights deserve protection. While sneakers attract widespread admiration, perfumes hold similar potential for artistry and emotional impact. Collectors and enthusiasts pay hundreds of dollars for both rare sneakers and exclusive scents,…
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Manolo Blahnik in China: A Two-Decade Fight for Brand Ownership
Manolo Blahnik, the renowned luxury shoe brand, endured a long and difficult trademark dispute in China. After more than twenty years, the brand finally secured the rights to its name in 2022. The case draws attention to the challenges posed by China’s “first to file” trademark system, which prioritises the party that registers a mark…
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Our Legacy Secures Investment from LVMH Luxury Ventures to Support Expansion
Our Legacy, the Swedish brand known for its understated style, has entered a new phase with an investment from LVMH Luxury Ventures. The backing from LVMH gives Our Legacy a financial and reputational boost while allowing it to stay true to its original vision. Founded in 2005, the brand has built a strong following with…