The legal considerations every fashion brand needs to have.

The success of a fashion brand depends not only on creative talent and marketing strategies. Behind the scenes, there is an essential legal structure and due diligence that supports every fashion show, editorial, collaboration, and campaign. These projects involve multiple rights—copyright, image rights, contractual rights, and intellectual property rights—that need to be carefully defined to protect both the brand and the professionals involved.

In Brazil, the legal framework that guarantees this protection is distributed across different laws. The Copyright Law (Law No. 9,610/1998) ensures protection for audiovisual works, photographs, soundtracks, and artistic creations produced in fashion campaigns. The Industrial Property Law (Law No. 9,279/1996) protects trademarks, industrial designs, and distinctive signs associated with the visual identity of the productions.

The Civil Code (Law No. 10,406/2002) regulates contracts and image rights, requiring prior and express authorization for any use. Finally, the Internet Civil Framework (Law No. 12,965/2014) and the LGPD (Law No. 13,709/2018) guarantee responsibility for content and data used in digital environments.

Given this context, every brand needs to observe some essential precautions. The first is contractual formalization: photographers, stylists, models, makeup artists, and producers must have individual contracts specifying the assignment of copyright and authorization for the use of images. Another point is the control of intellectual property: the brand must ensure that all material produced can be used commercially, in any media or territory. In addition, it is essential to maintain compliance with labor, consumer, and data protection regulations, avoiding risks and litigation.

The role of specialized legal counsel is to act strategically, from the conception of the campaign to its dissemination, preventing disputes and structuring solid contracts. This action ensures that the creative investment is converted into legal, reputational, and economic assets. More than just avoiding problems, Fashion Law is what ensures that each production tells a story with security, exclusivity, and value.