Fashion law and co-branding in the fashion industry

Abstract

this article, we will explain, from a fashion law perspective, the latest industry trend: collaborations between brands, both individuals and corporations, as well as cross-sector collaborations that link the fashion sector with gastronomy, art, or entertainment. These collaborations serve to generate greater consumer engagement and increase the positioning and profits of fashion products. In this regard, we will explain the main clauses that a collaboration agreement should include, especially those related to co-branding, royalties, exclusivity, morality clauses, and authorization for the use of image, name, and voice. We will also consider aspects of sustainability and Artificial Intelligence and demonstrate, with a simple classification and practical examples, the success these collaborations have achieved to date in the global market.