International expansion: Live! begins operations in the Middle East

Live!, a Brazilian brand founded by Joice and Gabriel Sens, has officially announced its entry into the Middle East market with the opening of a store in the Galeria Lafayette Dubai, in the United Arab Emirates, scheduled for April. With over 294 stores in Brazil, Live! has been consolidating its global positioning, now targeting one of the most strategic regions for luxury and performance fashion retail.

Expanding internationally requires much more than just a commercial strategy and branding. There is a legal universe involved, and this is precisely where Fashion Law plays a leading role, offering legal security so that growth is solid — and without unpleasant surprises.

Why rely on legal advice from the start?

• Trademark registration in other countries: It is essential to protect the brand's identity in the target territory, avoiding conflicts with local brands or possible copies.

• International contracts: A partnership, franchise or international distribution contract must be drawn up with great care, respecting both Brazilian and target country legislation.

• Compliance and local regulation: Each country has different rules regarding labeling, imports, business practices, and even cultural and religious aspects that must be respected — especially in regions such as the Middle East.

• Taxation and international logistics: Legal advice also helps with tax and customs structuring, preventing financial losses and tax risks.

Going international is an important — and delicate — step. Live!'s expansion to Dubai shows how much the Brazilian fashion market is on the move and has global potential. But it also shows that decisions like this are not based solely on commercial strategy: they require preparation, understanding of the scenario, and attention to the rules — both there and here.

In this context, specialized legal advice acts as one of the fundamental pillars to ensure that creativity and growth go hand in hand with security and compliance.

Ultimately, growth is not just about reaching new territories — it is about doing so responsibly and with structure. That is why having legal advice specialized in fashion and international business makes all the difference.