Fashion and IP update: ‘Hottest’ brands of Q4 2022
The Lyst Index compiles a list of the hottest brands each quarter. Recently, they announced a list of the top 20 brands in Q4 2022.
The list was as follows:
Prada (knocking Gucci off the top spot from Q2 and Q3)
Gucci
Moncler
Miu Miu
Valentino
Bottega Veneta
Loewe
Dior
Dolce & Gabbana
Saint Laurent
Balenciaga
Nike
Versace
Fendi
Louis Vuitton
Diesel
Ugg
Burberry
Coach
Jacquemus
So what’s been happening in the fashion space for the hottest brands?
Gucci launched in the metaverse with its Gucci Vault on The Sandbox - a virtual gaming world that allows users to play games and purchase clothing. It was the first big luxury fashion brand to create a space in the metaverse. The brand also, along with Prada, unfortunately encountered trade mark squatters in the US, who sought to trade mark GUCCI and PRADA in relation to relevant goods and services in respect of the brand’s activities in the metaverse. This included downloadable virtual goods and retail services featuring virtual goods. The USPTO (US Patent and Trade Mark Office) took action in respect of these squatters, but this incident is a loud and clear message to brand owners that if you are entering the metaverse, updated trade mark protection may be needed sooner rather than later to ensure you have protection for these products and services.
Burberry also entered the digital world, collaborating with video game Minecraft to create an in-game fashion experience as well as a limited release of physical garments such as scarfs and sweatshirts. Alongside the collaboration, Burberry introduced pop up shops across the world allowing fans to engage in an immersive experience.
There were other interesting collaborations for some of the other hottest brands. Louis Vuitton collaborated with six artists to recreate the popular Capucine bag. The ‘Artycapucine’ collection featured the artists Amélie Bertrand, Daniel Buren, Peter Marino, Park Seo-Bo, Ugo Rondinone, and Kennedy Yanko which involved inspiration from vibrant nightlife, studs, beads, and black and white striped handles. This year, Louis Vuitton has collaborated with Japanese artist Yayoi Kusama for the second time. Kusama has added colourful polka dots to some of Louis Vuitton’s bestselling and classic bags including the Neverfull, the Alma, and again the Capucine. Most collaborations tend to be limited edition, so be ready to pay a premium on the resale market if you miss out.
Just launched is the new Miu Miu x New Balance collaboration, following on from last year’s combined effort which introduced a denim range of trainers. This year’s new variations include “marble-effect blue and cognac denim” and a “white vintage-effect nappa leather”. The price point is very much Miu Miu rather than New Balance.
Valentino launched its new Toile Icongraphe V repeat logo print. Described by the fashion house as “the maison’s distinctive motif”, the new V logo is slightly less rounded than its older version.
It does not appear that Valentino sought any trade mark or design protection for the new motif or the collection name, at least in the UK or the EU - though they have obtained updated trade mark protection for the logo itself. Obtaining IP protection for motifs and collection names is something well worth considering for fashion brands.
Finally, it wouldn’t be a fashion blog post without mentioning the topic of sustainability, an area where brands and customers are striving to do better. Bottega Veneta, known for its beautiful craftsmanship particularly in relation to its classic leather woven handbags, is now offering a lifetime guarantee service. The Certificate of Craft program provides bag refreshes and repairs to customers. As a lover of handbags, I am highly in favour of brands offering this kind of service, as ensuring a product will last to its optimum makes it a purchase worth investing in.