image: NowFashion

Forget tech-infused fashion or concert merch or Margiela “inspired” garments for a moment. A looming trend in fashion has nothing to do with the clothing and accessories themselves but concerns the names that adorn their labels.

Not too long ago, Spanish fast fashion giant, Zara, threatened to sue the owner of a small, United Kingdom-based business, called Zara’s Countywear. Zara threatened legal action unless the owner, who named the business her newborn daughter, Zara, rebranded immediately. Before that, Christian Dior threatened to file suit against Australian photographer, Sirous Dior (yes, that’s his name) if he kept using his name in connection with his business.

Then there is Chanel. You may recall that the notoriously protective Paris-based design house has periodically run full page “ads” in trade publication, Women’s Wear Daily, asking industry insiders to stop describing non-Chanel items as “Chanel-esque” or “Chanel-like” for trademark reasons. More recently, Chanel filed and won a trademark action against Merrillville, Indiana salon owner, Chanel Jones. In its suit, Chanel alleged that Chanel’s Salon, a spa and beauty salon, infringes at least nine of its federally registered trademarks and is benefiting from the established reputation of the fashion company’s name, which is derived from the founding designer’s name, Gabrielle Bonheur Chanel […]