On October 9, 2025, Managing Attorney at Ortynska Law PLLC Mariya Ortynska attended the Brand Forward: Law, Retail & The Future conference, organized by The Fashion Law.
The Fashion Law is a platform which provides materials on business, fashion and IP law. The website covers legal and commercial aspects of the fashion industry.
The Brand Forward is an inaugural conference hosted by The Fashion Law in New York, gathering professionals with different backgrounds. The event consisted of various panels, dedicated to the intersection of fashion and IP: “The New Brand Blueprint: Relevance, Enforcement & Market Power”, “Disrupting the Retail Model: Monetizing the New Consumer”, “Future-Proofing the Playbook: Marketing & Product Strategy” and others.
The panels covered various topics, including building a strong IP portfolio in the time of diversity of counterfeits and dupes, the role of innovations and trends in the fashion industry, as well as smart partnerships.
A lot of attention was brought to the matters related to brands following the trends, which is now common and usual in the fashion industry. The effective marketing and legal strategies should take trends into account in order for their implementation to become successful. The topic of collaborations was also touched upon, as the panels raised the questions regarding the partnerships between brands, between brands and influences, as well as between brands and artists, which are changing over the course time and require updated terms. The speakers mentioned that brands that previously fought against art agencies are now moving towards proposals for cooperation, merging art and commerce.
Special focus was given to various strategies of luxury brands, in particular aspects of resale and markets for pre-owned items.
The importance of trademarks, copyrights, and other intellectual property objects goes hand in hand with the development of the fashion industry. And this covers not only registration and potential protection, but also support and smart legal strategies created by trademark lawyers at every step, including creative collaborations and prevention of unauthorized use.
Trademark attorney Mariya Ortynska provides legal guidance to fashion brands regarding overall strategies to build and protect their IP portfolio. In case you need a consultation to get detailed information and advice, book a meeting with Mariya Ortynska in a few clicks.