Cancellation can destroy a brand. But did you know that legal advice is just as important as marketing at this time?

In recent years, the cancellation of brands and influencers has become an increasingly relevant phenomenon in the fashion market. A misinterpreted campaign, a partner's mistake, or a controversial statement can have immediate impacts on a company's image, sales, and even assets.

In this context, specialized legal advice is as essential as marketing: it allows the brand to react in a planned, strategic, and legally sound manner, preventing an isolated incident from turning into a long-term crisis.

In Brazil, there is no specific law regarding "cancellation," but its consequences can translate into significant legal risks, such as:

• Civil liability: cases of defamation or damage to image may give rise to lawsuits.

• Consumer rights: misleading statements or campaigns may constitute abusive practices.

• Contracts and partnerships: failure to comply with contractual clauses may lead to litigation.

Legal counsel works to prevent problems from the outset, reviewing contracts with suppliers, influencers, and employees, and providing guidance on strategic positions that comply with legislation.

Cancellation doesn't just affect reputation. It can have direct repercussions on sales, partnerships, and brand valuation, reducing assets and jeopardizing future investments. With proper legal planning, it's possible to:

• Create internal communication and crisis response protocols;
  

• Establish contractual clauses that minimize risks;
  

• Ensure alignment between marketing, operations, and legal departments;
  

• Reduce exposure to lawsuits and litigation.

Investing in specialized legal counsel is more than just protecting against lawsuits: it's protecting the brand, its assets, and its growth strategy. Legal counsel acts preventively and correctively, ensuring the company has the security and confidence to face complex situations, preserving its reputation and competitiveness in the market.