Image crises and cancellations: the role of the legal department in protecting the brand

In the fashion world, reputation is an intangible asset of extremely high value. Building a brand's image takes years—but a single crisis can compromise its credibility in a matter of hours. Misinterpreted campaigns, controversial collaborations, influencer statements, or ethical failures in production processes are some of the factors that can trigger image crises or cancel culture movements on social media.

These situations require a quick and legally sound response. Our specialized legal counsel operates in three fundamental phases: prevention, reaction, and remediation.

In the preventive phase, contractual clauses on morality and compliance are drafted, ensuring that the brand can disassociate itself from partners or influencers whose conduct violates its values ​​or compromises its public image.

In the reactive phase, the legal team monitors crisis management in conjunction with the communications team, advising the brand on public responses, content removal, extrajudicial notifications, and potential legal actions to protect its image, as provided for in Article 20 of the Civil Code.

Finally, in the remedial phase, the legal team works to restore institutional credibility, rebuild affected contracts, and prevent recurrences, safeguarding the brand's intangible assets—its brand equity.

More than just resolving conflicts, the role of a fashion lawyer is to anticipate risks and protect the brand's narrative. When the legal team acts strategically and in an integrated way with communication, it transforms crises into opportunities for repositioning and learning.

To learn more about our services or understand how our firm can help your brand, access the link https://linktr.ee/carolinalagoadvocacia.