Partnerships with influencers: how to avoid legal risks and protect your brand.

The presence of influencers in fashion has ceased to be just a trend and has become an essential positioning and sales strategy. The relationship between brands and content creators drives campaigns, expands reach, and humanizes communication. However, when these collaborations are not supported by solid and legally sound contracts, the risks can outweigh the benefits.

Among the most common problems are the absence of agreed-upon deliverables, misuse of image, lack of exclusivity, and conflicts over copyright of the created content. Many of these impasses arise because the relationship is built only on trust and informal exchanges, without a legal instrument that defines responsibilities and limits.

The contract is the document that transforms a partnership into a secure relationship. It should establish the scope of work, timeline, delivery method, values, exclusivity, use of image, and intellectual property. In addition, morality and compliance clauses are fundamental to protect the brand's reputation, especially given the volatility of social media.

The Copyright Law (Law No. 9,610/1998) and the Civil Code (Law No. 10,406/2002) are the main legal bases applicable to these relationships. The first protects the content produced—photographs, videos, scripts, and texts—while the second regulates the use of image and contractual obligations between the parties.

With the support of legal counsel specializing in Fashion and Entertainment Law, brands can ensure that their contracts reflect their strategic needs, avoiding litigation and strengthening the relationship with influencers in an ethical, safe, and professional manner. Collaborations between brands and influencers drive the fashion market—but, without a contract, they can turn into significant losses.

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