The 1st Specialized Panel of the Federal Regional Court of the 2nd Region unanimously upheld the annulment of the figurative trademark registered by Club Happy, concluding that the sign reproduced or imitated the previously registered New Balance logo — a mark widely used and recognized in both Brazilian and international fashion markets.

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.