The protection of Intellectual Property (IP) has become a strategic pillar for the fashion and cosmetics sector. This was reflected at the 2nd International Congress on Intellectual Property and Advertising in Fashion and Cosmetics, held on 7 March, where PONS IP participated in a round table discussion that brought together leading legal experts from the industry.
Moderated by Nuria Marcos, General Manager of PONS IP, the round table discussion entitled “The Legal Challenges of the Fashion Industry” addressed the main challenges facing the sector: the transformation of the role of the in-house lawyer, hyper-regulation, the impact of artificial intelligence and digitisation, as well as the protection of intellectual property in a globalised market context.
The role of the in-house lawyer: a constantly evolving role
Úrsula Reyes Rodríguez Robles, Head of Legal Spain and Portugal at KIABI, explained how digitisation and global team management have redefined the work of the in-house lawyer in fashion. Along the same lines, María Jesús Montesinos, Legal Counsel at C&A, and Anna Forns Arias, Legal Manager Iberia at Pandora, explored how process optimisation and automation are transforming legal functions within companies.
Regulatory challenges and ‘glocal’ management
Increasing regulation on sustainability and digital commerce was another key topic. Esteve Buldú Freixa, legal counsel at Camper, and Anna Forns Arias analysed how fashion companies must balance their global strategies by adapting to local markets. Beatriz Gil, Compliance Director at LVMH, highlighted the importance of regulatory monitoring and risk management in an increasingly demanding environment.
Alicia Martín, IP lawyer at Tommy Hilfiger & Calvin Klein, and María Jesús Montesinos reviewed the impact of new EU regulations on trade and distribution, including the Omnibus Directive and customs reform.
Protection of Intellectual Property: a strategic challenge
The defence of intangible assets, particularly trademarks and designs, was a central issue of the debate. Alicia Martín and Esteve Buldú analysed the legal challenges posed by artificial intelligence in the creation of designs, while Úrsula Reyes Rodríguez Robles and Beatriz Gil underlined the risks of digital fraud and the unauthorised use of trademarks in online environments.
In addition, the fight against counterfeiting was highlighted as a fundamental challenge. The social acceptance of counterfeit products, especially among young people, represents a challenge that requires urgent measures in terms of awareness and regulation.
In conclusion, the conference made it clear that Intellectual Property is a key element for the competitiveness of the sector. The need to adapt business models to the new regulations, the emergence of artificial intelligence and the consolidation of trademark protection strategies were some of the most noteworthy conclusions.
PONS IP reaffirms its commitment to the protection and management of IP rights in the fashion and cosmetics sector, supporting companies in their adaptation to a constantly changing legal and commercial environment.
We would like to thank Pandora, C&A, Camper, Tommy Hilfiger & Calvin Klein, KIABI and LVMH for their participation, as well as the Rey Juan Carlos University and the Association of Fashion Law Experts for consolidating this benchmark space for the sector.
