The fashion industry operates with highly sensitive assets: brand identity, reputation, image, intellectual property, creative material, and commercial relationships. Because of this, seemingly minor legal oversights can lead to substantial losses.

The recent decision issued by Brazil’s National Institute of Industrial Property (INPI), rejecting the trademark application filed by influencer Mari Maria and upholding the prior registration owned by actress Larissa Manoela, has reignited an essential discussion within the fashion and beauty industries: the strategic importance of trademark protection.

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.

The fashion production chain is complex, dynamic, and often fragile. It involves fabric suppliers, workshops, pattern makers, seamstresses, printing companies, embroiderers, and specialized service providers.