Fashion show, campaign or production: does your brand ensure legal protection for its productions?

In an increasingly visual and dynamic landscape, fashion brands are investing in productions such as fashion shows, editorials, campaign videos, and hybrid formats (online/offline). These visual narratives create brand identity—but also generate complex assets that require legal protection.

In Brazil, there is no specific law for "fashion" or "fashion shows," but the set of intellectual property and audiovisual regulations is fully applicable. Law No. 9,610/1998 (Copyright Law) protects artistic works, photographs, videos, and scripts, guaranteeing moral and economic rights to the authors. Law No. 9,279/1996 (Industrial Property Law) protects trademark registrations, industrial designs, and other creations related to fashion. Furthermore, the use of images of models and influencers may involve contracts for the assignment of image and publicity rights, in accordance with the Civil Code and specific legislation.

In fashion productions, it is essential to protect different legal aspects involving the creation and dissemination of content. This includes copyright over videos, photographs, and soundtracks developed for the campaign; image rights, especially when models, influencers, or celebrities participate in the material; as well as licensing and assignment of use, which define where, how, and for how long the content may be broadcast.

It is also important to ensure the registration and authentication of contracts, ensuring that the brand holds the right to commercial and industrial use of the materials produced. Without these definitions, the company risks losing control over its own visual narrative or facing legal disputes that could have been avoided.

Fashion productions represent significant investments in image, marketing, and identity—and not just operational costs. When these visual assets are not legally formalized, the brand faces significant risks, such as having its image exploited by third parties without any compensation, being prevented from reusing the campaign in other media or territories, facing lawsuits for misuse or lack of authorization, and even compromising its intangible assets (brand equity), which is one of the most valuable pillars of any fashion business.

Specialized legal advice in Fashion and Entertainment Law adapts the brand's legal structure to the reality of the sector. Essential services include:

• Prior analysis of contracts with photographers, agencies, producers, and influencers;

• Drafting of clauses for the assignment of copyright, image, and sound rights;

• Guidance on trademark and industrial design registration when applicable;

• Planning for international licensing of campaigns;

• Review of internal production policies to ensure compliance with legislation.

Fashion productions are not merely visual: they are true business assets.

Ensuring their legal protection is as important as choosing the casting or styling coordination. With an adequate legal structure, your brand transforms campaigns into assets – protecting image, investment, and legacy.