FASHION FORWARD: HOW LUXURY BRANDS, HANDBAGS, AND NFTS ARE SHAPING THE FUTURE OF TRADEMARK LAW IN THE METAVERSE AND BEYONDJanuary 18, 2023
In the fashion world, the most secure intellectual property protection available is trademarks. By owning these marks, luxury brands can prevent others from capitalizing on the integrity of their designs and maintain their stellar reputations. However, the validity of these long-enjoyed safeguards is being tested by the Metaverse, a new technological platform that allows consumers to experience the virtual world like never before. As showcased by the pending case Hermes Int’l v. Rothschild, the increasing popularity and presence of consumers in this new platform will force brands to adapt. These adaptations will the take the form of increased partnerships between luxury brand and known players in the space, emergence of Metaverse-specific events, and a substantial increase in trademark applications in existing Metaverse classes.
Author: Julia Vaughan-Jones
Volume 24, Issue 2