Fashion & Beauty

Overview

Knobbe Martens advises many of the world’s most well-known fashion and beauty brands, including celebrity and influencer-led brands, on protecting and enforcing intellectual property (IP) rights that define their brands and products. We represent fashion designers, manufacturers, retailers, and brand owners in global trademarks and copyright strategy and protection, licensing, global IP enforcement, trade dress, patent prosecution and litigation, right of publicity, name image and likeness (NIL), advertising, anti-counterfeiting and investigations, influencer agreements, and trade secrets, providing counsel across the full lifecycle of their businesses. Our lawyers also handle disputes involving unfair competition, domain names, and social media, helping clients maintain brand value in fast-moving markets.

We align IP strategy with commercial objectives, supporting global expansion, portfolio development, and enforcement. Our team regularly represents clients in litigation in federal and state courts and works with customs authorities globally to combat counterfeit goods, providing practical solutions that protect brand integrity.

Why IP Matters in the Fashion & Beauty Industry

Intellectual property drives value in the fashion and beauty industries, where brand identity distinguishes companies in crowded markets. Trademarks and copyrights protect brand names and creative assets, trade dress safeguards the appearance of products and packaging, patents protect utilitarian functions and novel product designs, and trade secrets protect confidential information such as formulations and sourcing strategies.

As brands expand through e-commerce and social media, exposure to infringement and unfair competition increases, making proactive IP protection critical.

An effective IP strategy supports every stage of the lifecycle, from brand development through commercialization, and underlies key business activities including commercial agreements, licensing, and joint venture arrangements. Companies must also navigate adjacent risks involving advertising practices, influencer agreements, and antitrust considerations. Knobbe Martens provides coordinated legal counsel across these areas.

Intellectual Property Services for Fashion & Beauty Brands

Knobbe Martens provides a comprehensive range of legal services tailored to fashion and beauty brands, with a focus on protecting and maximizing the value of IP assets, including:

Trademark and copyright prosecution and global portfolio management
Protection and enforcement of trademarks and copyrights, trade dress, and trade secrets
Counseling on brand development, clearance, and expansion
Utility and design patent strategy, prosecution, and enforcement
IP litigation involving infringement, dilution, counterfeiting, and unfair competition
Strategic advice on licensing, commercialization, marketing and influencer agreements, and other commercial agreements
IP due diligence in connection with transactions, including joint venture arrangements
Enforcement strategies including with global customs authorities, takedowns, online platforms, and domain name disputes
Counseling on social media, advertising, and digital brand protection
Integration of IP strategy with product safety considerations, retail expansion, and brand positioning

Fashion & Beauty Industries We Represent

We represent clients across the fashion and beauty industry, including:

Apparel companies, including luxury, contemporary, and casual brands
Footwear and accessories brands, including handbags, jewelry, and watches
Beauty industry companies, including cosmetics, skincare, fragrance, and personal care products
Eyewear and sunglasses manufacturers and distributors
Consumer products companies developing branded lifestyle goods
Designers, manufacturers, licensors, and retailers across e-commerce and traditional channels

Our clients range from emerging companies to established global brands, and we tailor our legal counsel to their stage of growth and strategic goals.

Why Clients Choose Knobbe Martens

Clients choose Knobbe Martens for our comprehensive IP experience, practical understanding of the fashion and beauty industry, and our business-tailored advice. We are consistently recognized as among the top U.S. law firms for retail companies, which reflects our work advising global brands on protecting and enforcing IP rights.

Our lawyers have been recognized for their work by preeminent business and industry publications, including being named “Fashion and Beauty Visionaries” by the Los Angeles Times. They combine deep experience in all areas of IP with a business-oriented mindset and thorough understanding of the fashion and beauty industry. Whether managing global trademark portfolios, negotiating commercial agreements, or enforcing rights against infringers, we focus on protecting brand value and supporting long-term growth.

Representative Experience

Apparel Company

Knobbe Martens provides comprehensive trademark counseling and brand protection services for an apparel and accessories company whose products are sold through major retailers across the United States. Our work encompasses trademark procurement, portfolio strategy, enforcement and defense, including handling trademark infringement disputes involving prominent companies in the apparel industry.

British Luxury Handbag Brand

Knobbe Martens led U.S. trademark enforcement efforts for a British luxury handbag brand, helping to protect its iconic handbag line worn by celebrities and royalty. The firm guided the client through enforcement strategies designed to preserve the exclusivity and distinctiveness of the brand in the U.S. market and to clear obstacles at the USPTO.

Celebrity Beauty Brand

Knobbe Martens serves as trademark, patent, and enforcement counsel to one of the fastest-growing celebrity-founded skincare and beauty brands. The company is valued at over $1 billion, and the firm has supported the brand through immense global growth, including developing the company’s global trademark and patent strategy, protecting distinctive trade dress and product designs, spearheading global IP enforcement and litigation strategies, and leading anti-counterfeiting programs worldwide.

Global Fashion and Accessories Brand

Knobbe Martens advises a global contemporary designer label on intellectual property strategy, including clearance for handbag designs and counseling related to distribution and commercial growth initiatives. Our work helps support the company’s continued expansion in the U.S. while protecting valuable brand assets.

Global Skin Care Brand

Knobbe Martens serves as trademark and brand protection counsel to a global skin care brand that was just acquired for $1.5 billion. Knobbe Martens manages the brand’s trademark portfolio and enforcement efforts and also supported the brand through due diligence. The firm advises on international trademark strategy, anti-counterfeiting efforts, unauthorized reseller issues, and domain name enforcement to protect brand integrity worldwide.

Multi-Brand Fashion Company

Knobbe Martens manages trademark portfolio and enforcement matters for a multi-brand fashion company with a portfolio of apparel and clothing brands. Our work includes ongoing brand protection and enforcement designed to safeguard and strengthen the company’s trademarks as its brands grow in the U.S. marketplace.

Pair Eyewear

Knobbe Martens represents Pair Eyewear in trademark and patent prosecution matters, including design patents, trademark portfolio development, and brand protection strategies. The firm also secured a successful TTAB victory, obtaining cancellation of two trademark registrations cited against the client’s application.

Rolex Watch U.S.A., Inc. v. Beckertime LLC

Knobbe Martens represented Rolex in an action to protect the famous Rolex® trademarks against counterfeiting and infringement by BeckerTime, an online retailer of “customized” Rolex watches. The case proceeded to trial and resulted in a final judgment of trademark counterfeiting and infringement and a permanent injunction in favor of Rolex. On appeal, the appellate court affirmed the findings of trademark counterfeiting and infringement and expanded the scope of injunctive relief, reinforcing important protections against the unauthorized sale of modified goods retaining a trademark owner’s marks.

Temu

Knobbe Martens represents Temu, a leading global online marketplace, in multiple trademark disputes involving allegations of infringement related to products offered by third-party sellers. The matters raise significant legal issues concerning trademark enforcement, e-commerce platforms, and the relationship between online marketplace operators and third-party sellers.

U.S. Surf Apparel Brand

Knobbe Martens serves as trademark and brand protection counsel to a quintessential surf apparel brand that was born out of Huntington Beach, California. Knobbe Martens manages the brand’s trademark portfolio and enforcement efforts and advises on clearance, product design, and copyright matters.