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Fashion refers to the popular and distinctive styles, trends, and choices in clothing, accessories, and personal grooming that individuals adopt as a form of self-expression. students must explore the various aspects of the fashion industry, its impact on society, and its intersection with culture and identity while selecting fashion dissertation topics .

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Fashion is a popular form of expression of style or clothing that varies in place and time. The fashion industry is an interesting field of study that encompasses the aesthetic sense of different people in different regions of the world. Selecting the best fashion dissertation topic includes a thorough assessment of various aspects to ensure the connection and accuracy of the examination. One strategy is to investigate sustainable fashion disse rtation topics to explore the environmental impact of the fashion industry. Moreover, research topics in fashion and textiles offer opportunities to explore innovative trends and sustainability in fabric development in the fashion industry.

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Fashion Dissertation Topics: 25+ Ideas and Examples

by Antony W

April 21, 2022

Culture and fashion intersect to a great degree, and this is a great area to study and write a dissertation on. So if you’re interested in examining the relationship between culture and fashion and the role the two play in the human life, you should explore the best fashion dissertation topics, identify the topic idea that interests you, and present your research in your dissertation project.

The most important rule when choosing a dissertation topic in culture and fashion is to focus on a subject that reflects your concerns and interest. It also helps to ensure that the topic you choose merges well into the current trends and focuses on key areas.

It’s important to note that the link between fashion and culture is complex and dynamic. Given that diversity, you will need to implement sociological and psychological research.

In this dissertation topics series, we look at some examples of topics that are worth looking at in the culture-fashion field.

Fashion Dissertation Topics

We’ve divided the following sections into categories to make it easy for you to identify the area you would find interesting to explore in your work.

Iconography Topics for Dissertation Research

Trying to keep up with the Kardashians: The Kardashians’ effect on the fashion industry is being tracked
Imagining Monroe: A look back at one of the world’s most stylish ladies
Fashioning the Elite: What Hubert de Givenchy and Audrey Hepburn’s lifelong friendship contributed to the fashion industry
‘Pride and Prejudice’: how Austen continues to captivate designers’ minds today.
What Elvis gave to the fashion world: glitz, glam, and an increasing girth.
Gender fluidity: Investigating the importance of androgynous fashion icons
If appearances could kill: Kylie Minogue and the pop princess image.

Co-creation in the Fashion Industry

To what degree has digital technology aided in the global fashion industry’s co-creation?
Is the ‘culture of co-creation’ in the fashion industry the way of the future?
‘None of us are as strong as all of us,’ says the fashion industry on co-creation.
Co-creation via social media: A fashion industry case study
What is the function of co-creators’ culture in SME fashion brands?

History of Fashion Dissertation Topics

A discussion of 1970s fashion icons and what they contributed to the fashion industry
How fashion in the 1980s reflected political and cultural beliefs of the period.
Royal attire and the many identities of rulers across the world
Material marriages: The origins and evolution of the English wedding gown
The effect of vintage clothes on today’s fashion business is discussed in this article.

Fashion Topics on Clothing, Leisure and Place

Shakespearean theatre and the aesthetic image: how Shakespearean plays influence current fashion trends
Changing Times: The closure of the rural-urban fashion divide during the previous century
The uniform: the history and transformation of school uniforms in the United Kingdom during the last century
Celebrity fashion influence: an examination of celebrity-endorsed design lines
What is the function of the heel? A look back at the history of high-heeled shoes in fashion

Children’s Clothing Fashion Dissertation Topics

Cinderella, Sleeping Beauty, and the trendy imagination are the essence of the fairy tale.
A critical examination of the controversies around promiscuity and children’s clothes
T-shirts, chains, and baggy pants: In children’s fashion, the meaning of skateboard culture
Is children’s dress representative of current societal values? Children’s clothes from the Victorian era to the current day is being studied.
Return to nature: The incorporation of natural-world emblems and symbols into modern fashion.
“If everyone else can do it, why can’t we?” An examination of the impact of fashion advertisement on children

Dissertation Topics on Sex, Body, and Presentation in Fashion

Adoration and adornment: A critical examination of the significance of body art and piercing in Western civilizations
Fashion and religion: An investigation into the issues about appropriate dress
The real and the subversive: Mannequins and models have been used since the 1960s.
Dressing monks and nuns through the centuries is a lifelong practice.
To what extent is modern fashion concerned with appearing nice naked?
Have transgender models had an impact on mainstream fashion design?

Material and Designs Fashion Dissertation Topics

The impact of health and safety, as well as the expansion of gender shifting roles, are all factors to consider when it comes to public service attire.
Materials that matter: an examination of the shifting usage of materials during the nineteenth century
The morality and appeal of natural textiles such as leather and cotton are currently being debated.
Statements made by accessories: How diverse materials have influenced accessory styles.
From the 1990s to the present, distressed fashion and damaged garments have been popular.

COVID-19 Impact on Creative Industries

What role did digital advancements play in assisting the creative sectors throughout the pandemic?
Examine new crossovers in culture, education, and health resulting from the COVID epidemic.
Why did COVID have such a detrimental impact on the creative industries compared to many other sectors?
Investigate students’ perspectives on employment opportunities in the fashion industry following COVID-19.

Fashion Entrepreneurship Dissertation Topics

Describe the variables influencing the performance of small and medium-sized firms in the cultural and fashion industries in the United Kingdom.
Discuss the obstacles or concerns that fashion entrepreneurs encounter.
Fashion design entrepreneurship: Required skills and a solution Starting a business
Contribution of fashion entrepreneurship on the country’s economic growth
Education in fashion entrepreneurship: A handbook for aspiring fashion entrepreneurs
What criteria should you consider before starting a new fashion firm in the United States or the United Kingdom?
For luxury fashion firms, social media marketing is the most successful method.

Good Fashion Dissertation Topics

The effect of fashion on the young generation as a result of celebrity lives and movies they watch
What is the difference between a fashion brand’s brand image and brand identity, and how does it benefit entrepreneurs in today’s market?
Analysis and examination of the history of the hat and how it has evolved over the ages with new designs
Since the early 1800s, a chronological examination and study of men and women’s fashion has been conducted
Nuns’ and monks’ clothes and style during the last few decades
In today’s society, does luxury apparel necessitate good social media marketing?
What films, both past and present, have had a significant effect on society in terms of fashion?

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100+ Fashion Dissertation Topics and Ideas – 2024

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Your love for designs and passion for stitching brought you to your dream fashion institute. But you had the least expectations that here you may also have to write a dissertation paper. Well, this is the reality, whether you like it or not.

Now, instead of procrastinating, it is better that you start working on the dissertation as soon as possible.

It is understandable if you have questions regarding the same keep reading this blog to the end. It intends to give you an overall idea of doing a fashion dissertation alongside highlighting the core areas of the dissertation and the most relevant topics for you.

So, let’s get started.

Fashion and Its Importance

Although fashion is fleeting and doesn’t significantly contribute to social progress, it does fulfil two essential needs for most people.

The first is the need for “acceptance.” People often make snap judgments about others based on their appearance, including their clothing, hairstyle, footwear, and behaviour in public. Individuals may face rejection if they do not possess desirable qualities that align with societal norms.

The second is “novelty”. Creating a new fashion trend or adopting an established one is always welcomed and valued by society. People with these traits are seen to be progressive, trendy, and up-to-date, whereas society labels others who do not adhere to these trends as orthodox.

This should explain why research is important in fashion.

Significance of Research in the Fashion Industry

The fashion industry might look very glittery afar, but it is not always about the glitz.

As a fashion designer, your primary focus should stay on how to make beautiful fashion trends and live up to modern fashion needs. But alongside, you must also ensure you have the technical knowledge of the market, and only then will you taste real success. So, a fashion dissertation will be the perfect medium of digging deep using data and analysis techniques.

Moreover, the fashion industry is constantly changing and getting better, it is important to constantly evaluate your competition. Therefore, you must constantly be on the lookout for fresh trends.

Your final semester research paper will help you better understand your area of interest by letting you know what you can do and what work has previously been done in the field.

On that note, let’s discuss the scope for fashion dissertations and research.

Evolution of Fashion

The late 1700s and the early 1800s saw the creation of some of the earliest examples of fashion design. For the French Queen Marie Antoinette, a dressmaker was employed. She ultimately decided to create her own store in Paris, where she sold her work to locals. The French Revolution caused her to flee to London, which jeopardised her fashion career.

The art of fashion involves designing various clothing items such as shirts, dresses, skirts, and trousers and selecting accessories, colour schemes, and materials to create a complete appearance. Fashion designers have different collections, but all follow a similar design philosophy. The ancient Egyptians and Romans were pioneers in perfecting their appearance and designing specialised clothing items to showcase their status, wealth, or profession. For instance, Roman ladies wore Pallas, shawls draped over their heads, while the men wore Togas, circular garments draped over their bodies.

Fashion design is thought to have started in the 19th century with a man named Charles Frederick Worth who sewed his own label sewed into apparel that he designed.

Worth decided on the course that fashion would soon take. Soon, the practice of designing began to grow, with artists creating sketches of garments for potential clients. These sketches are now created by designers who then create clothing samples for interested parties to try on. The affluent clientele ultimately decides if they want the item created based on these sketches.

Here’s a glimpse of the fashion through the years –

The Social and Cultural Impact of Fashion

Fashion plays a number of roles in society since it has integrated seamlessly into human civilisation. When a farmer is seen wearing skin-tight pants, it is clear that fashion has affected the village’s residents as well as the community at large. On the other side, if celebrities and other Haute couture designers are influenced by the ethnic clothing of a certain region, then society has influenced fashion and vice versa.

According to a recent study, more than 50% of the younger crowd closely follows the most recent fashion trends. They are also the ones that buy first and help a new fashion design become fashionable.

But everything has a positive and negative side. So does fashion. The same is discussed below –

Positive Impacts of Fashion

The ever-evolving fashion trends foster an environment of healthy competition that motivates the following generation of fashion designers and other related professionals to put in a lot of effort and produce innovative and relevant new ideas.
It opens up new work prospects for a large number of aspiring fashion students.
The wearer’s appearance is improved by the modern, fashionable formal attire, which also gives the wearer the assurance needed to perform well, particularly in an interview.
An average individual might become extraordinary thanks to the latest fashion trend.
In order to avoid being unrecognised, it provides the wearer with identification.
Last but not least, it offers a chance to meld many cultures and traditions.

Negative Impacts of Fashion

Traditional design and accompanying culture are vanishing as a result of an obsessive focus on the latest fashion trends.
The Western fashion culture has a far greater impact on the younger generations.
The latest fashion trends, which are largely influenced by Western and Bollywood culture, cause confusion in the minds of the younger generations, leading to a lot of them engaging in antisocial behaviour.
These new fashion trends also impact younger generations’ psychology; hence, if they do not adopt them, it negatively impacts their minds and increases their likelihood of developing psychological problems.

Ethical and Sustainable Considerations in Fashion

Ethical and sustainable fashion is a method of sourcing, manufacturing, and designing clothing that focuses on providing benefits to the industry and society while minimising environmental harm. Ethical and sustainable fashion begins in cotton fields and ends in the consumer’s wardrobe.

Sustainability is no longer simply a theory; it is a way to conduct business. Ecological and ethical fashion forerunners include companies like NOIR and Stella McCartney. Nowadays, a lot of businesses have adopted and incorporated the idea of sustainability. These businesses are aware that integrating issues related to society and the environment into their operations will benefit them in the long run.

Today, blogs, ethical fashion forums, and fashion shows are all centred on the idea of sustainable fashion. Profits and business are both factors in going green. It’s crucial for companies that promote sustainable and ethical fashion to honour their pledge. By doing so, they may uphold the business’s ethical standards and gain the confidence of the customer.

Explore Our Trendy Dissertation Topics to Write a Fashion Thesis with Flair

Whether you want to craft a flawless paper on the evolution of luxury brands or the cultural importance of streetwear, choosing the right topic is important. To make things easier, you can take a look at our collection to choose fashion dissertation topics that resonate with your passion and scholarly pursuits effectively.

Check This Fashion Dissertation Example

Fashion and Technology

Technological advancements in both design and manufacturing have made it possible to develop new materials and production methods. This has led to innovative fashion designs and the use of more environmentally friendly materials. Social media and online shopping have completely transformed the way consumers find and buy clothing. Virtual try-on technology has changed the way they choose what to buy. High street retail is no longer dominating the shopping process, and this shift may be irreversible. Fashion companies now rely on social media channels to promote their products and engage with customers.

Advancement of technology has brought in the following innovations in the fashion industry –

Clothing and accessories made using 3D printing now feature detailed and complicated designs that weren’t possible to make with conventional production techniques.
Thanks to technology, it is now possible to make biodegradable materials, which can be utilised to make more environmentally friendly and long-lasting clothing and accessories.
With the help of technology, one can now create recycled materials such as recovered polyester and repurposed plastic. These materials can be used to produce eco-friendly clothing and accessories.
With the ability to make personalised prints on cloth, digital printing enables designers to produce distinctive and striking designs.

Fashion and Globalisation

Globalisation has allowed consumers in Western countries to access a wide range of clothing options from large retailers who can easily update their inventory, negotiate international trade agreements, and easily distribute products worldwide. As a result, consumers tend to be more interested in corporate brands such as Nike, Victoria’s Secret, or Abercrombie & Fitch rather than the actual clothing itself. These brands use extravagant, pervasive, and hyper-visible marketing on high-tech electronic media to spread images of sex appeal, athletic prowess, coolness, or carefree happiness that consumers want to buy. However, the impact of globalisation on fashion creation is not as obvious.

Fashion images spread rapidly across the world through various media channels such as magazines, music videos, movies, the internet, and television, creating a global style that surpasses national and cultural borders. Blue jeans, T-shirts, sports shoes, and baseball caps are now worn by people all over the world, from Manhattan to African villages. The fashion systems of Asia, Africa, and the West all borrow stylistic and textile elements from each other. In rich countries, large malls offer a wide range of these fashion styles to customers of all ages, genders, races, careers, and subcultures, resembling modern global bazaars.

Fashion and Body Positivity

One of the biggest protests against the fashion industry’s lack of diversity and favourable self-images is the body positivity movement. The body positivity movement opposes how society promotes unattainable beauty standards and upholds the notion that all people should have a positive body image. The movement promotes the portrayal of all ethnicities, genders, sizes, and physical abilities.

The majority of models used by the fashion industry to promote new collections in publications, on TV and other media, and on catwalks have been young, female, and of the white, slender, and feminine kind. Sample-sized clothing in the fashion industry is normally between a size 0 and 4, which is not indicative of the regular body type. People began rebelling when studies and numbers began to emerge, demonstrating how people were being adversely affected by all of this.

The movement for body positivity is not the first to call for accepting all body forms. One of the earliest of its kind, the Victorian Dress Reform Movement, which took place between the 1850s and the 1890s, sought to eliminate the practice of forcing women to alter their bodies through the use of corsets. Women also pushed for the right to wear trousers at this time.

But today, the positivity movement is at its peak. Around the globe, models are working in the fashion industry of all shapes, sizes, and colours. Dresses are being made to suit all body types. The idea is to make everybody feel included. The most amazing fact is that today influencers are making a career out of it.

E-commerce and the Fashion Industry

The fashion industry is a major contributor to the global economy and has seen significant growth through eCommerce. With more companies going digital each day, competition in niche sectors is on the rise. This expansion surprises many, as the industry’s growth and sales have been impressive. The retail industry’s top priorities are exploring trends to boost sales and developing lead-generation strategies.

The fashion industry is experiencing major changes due to factors such as globalisation, technological advancements, and shifts in consumer behaviour. This article analyses relevant data and factors that will greatly affect the eCommerce fashion industry in 2022 and beyond to provide insight into its current and future state.

Fashion eCommerce pertains to the buying and selling of clothing and accessories through online platforms. This has provided a means of livelihood and has elevated the fashion industry among sellers, designers, producers, and merchants. The convenience and benefits of eCommerce have made it popular among retailers and consumers, especially during times of lockdown due to the pandemic.

The areas discussed above are the most relevant research areas in the field of fashion. You can also go for something else, like material selection for fashion, but the only advice for you is to make sure whichever area you choose is relevant enough to the industry’s needs.

The Most Relevant Fashion Dissertation Topic.

35 interesting fashion dissertation topics.

Fashion trends’ development in the 20th and 21st centuries.
The effect of social media on marketing tactics in the fashion business.
Influencers and fashion bloggers’ impact on consumer behaviour.
The relevance of traditional dress in non-western cultures.
The moral implications of rapid fashion and its environmental effects.
The origins of haute couture and how it influenced modern fashion.
How did the fashion scene of the 1990s start?
What kind of fashion sense was exhibited by the youth of the 1960s?
Are leather clothes progressively disappearing from the scene?
What is the evolution of leather jackets’ history?
Do animals play a significant role in the fashion industry? How far is it acceptable?
How did ties and bow ties come into being?
The psychology of cross-dressing: What is causing such high levels of transgender activity in contemporary society?
During the Cold War, opulent and royal fashions were popular.
Describe the impact of the media on what individuals dress.
What connection exists between fine art and expensive clothing?
What effect is the LGBTQ community having on the modern fashion industry?
How music has inspired Fenny Beauty’s effective operation is the subject of an icon case study.
How much of an impact do celebrities have on fashion trends: Beyoncé as a case study
Exceptional fashion brands’ Effects on prevailing fashion trends
Looking at whether the entry of designer goods in the fashion market has made them more affordable or if there is a market leak.
The development of high-ankle boots and leather
Lady Diana’s dress choice and its impact on society at the time
How is the modern smartphone influencing young fashion?
Is Justin Bieber the newest teen superstar and youth fashion icon?
Which old and new films have had a significant impact on society’s sense of style?
The impact of haute fashion on street style.
The psychology of fashion choices made by consumers.
Celebrity endorsements function in the fashion industry.
Political events’ effects on fashion trends.
Nostalgia’s impact on current fashion trends.
The connection between art and fashion.
Social movements’ effects on current fashion trends.
The development of menswear.
The portrayal of diversity in media and advertising for fashion.
The part gender plays in the fashion world and how it affects consumer behaviour.

Fashion and Culture Dissertation Topics for 2024

How is fashion reshaping western cultural values? Could you share your thoughts on it?
What is the reason for the increasing demand for natural fabric in 2021?
Impact of COVID-19 on the fashion industry
Difference between occasional shopping and obsession with shopping.
Comparative analysis of the fashion of royal families around the world.
The role of the fashion industry during coronavirus pandemic
The strong influence of western culture on political and cultural ideas of the current era
Influence of traditional wears on a society
Determine the relationship between culture, fashion and identity
Influence of western fashion on people across the globe
Share a significant connection between fashion and religion.
Crossover trends in the fashion industry
Influence of celebrations on the fashion industry
Impact of ethnic clothing on fashion trends in the UK and USA.
Tracing the social and cultural history of fashion to examine the fashion of modernity n the 21st century
Analyzing the clothing of reputable fashion writers
How eastern countries are adopting western fashion trends
The evolution of fashion trends in Eastern countries
Influence of western culture on the preferences and living standards of Asian consumers
Fashion trend introduces by the members of famous brands The Beatles.

Iconography Dissertation Topics

Influence of celebrity culture on high street fashion
The unique look of the Sixties and Beatle Mania
The rise of the sneaker
The role of plastic surgery play in the formation of an icon
List of celebrities as fashion icons
James Dean and the café culture
Personal signature looks of iconic fashion models
Punk, The Sex Pistols and Westwood
Why Kylie Minogues is known to have the image of the pop princess
Mad for Madonna: The high and low fashions of eighties pop culture
Fashion revolution bought by Audrey Hepburn in the society
Do you find Justin Bieber is the fashion youth for the teenagers
Evolution of ball gown in the society
The little black dress of Audrey Hepburn
Elizabeth Taylor: Queen of diamonds
Iconic feminine dress of Grace Kelly
Katherine Hepburn: The first lady of princess
Laurel Bacall’s seductiveness in pencil skirts, pleated trousers, blazers and silk blouses
Madonna: Costume culture
Marilyn Monroe: The Seven year Itch look

Fashion Design Dissertation Topics

The historical importance of fur in the fashion industry
Influence of digital marketing tools on the modern fashion world
Tuxedo and the suite since 1980
The evolution of swimwear from early to modern wear
The evolution of ball gown from the decades
Use of alternative materials for clothing
The modish Victorian challenge to design a bodice
Check Vs. Plaid
Bright street style trends
Textile and apparel resting
The emergence of T-shorts
Nylon- Most ravishing fashion innovation
The origin of maxi and mini skirts
Why do you think leather garments are going out of existence?
The concept of school dresses and designing
Evolution of beach-wear
How do you think Sari came into existence
Investigate the decline of the tie
How is formal wear becoming less prevalent in workplaces?
The origin of the waistcoat

Children’s Apparel Dissertation Topics

Twinning or mini-me trends
Unisex trends
Floral prints
Asymmetrical cut dresses
The role of a smartphone with designing fashion trends among children
Academic dress in the education arena
The demand of hair accessories like hair tiaras, hairpins, hair bands for children
Street style
Warm looks with embroidery
Impact of COVID-19 on children’s apparel
Ocean and sea themes for children’s apparel
Preference for easy movement, convenience and comfort in children’s apparel
Down Syndrome Toddlers: New face of UK fashion brand
Do you think personalised baby clothing is making its way to the forefront in the market?
Demand for organic clothing for young ones
Why are people shifting from fast fashion to children’s wear?
The obsession of trying adult look in children’s fashion wear
Boho-chic swimming costumes for the summer season
The origin of the motif

Fashion Entrepreneurship Dissertation Topics

State the factors affecting the performance of small and medium-sized enterprises in the culture industry and UK fashion. Explain it with a case study of any five enterprises.
Analyse iconic women entrepreneurs in the fashion industry
Developing a viable business plan for a fashion board
Social media marketing is the most effective tool for luxury fashion brands.
Fashion marketing and its contemporary issues
Describe the making of a female entrepreneur in the world of fashion
Challenges and opportunities of fashion design entrepreneurship
The role of trade fairs in the international fashion business
Discuss the challenges or issues faced by entrepreneurs in the fashion industry
The role of women in today’s fashion trends
Discuss the success and failure factors that are affecting the apparel business
Fashion entrepreneurship education: A guide on potential fashion entrepreneurs
The role of entrepreneurship in the fashion industry
Fashion design entrepreneurship: Necessary skills and solution for Creating a business
How clothes are becoming a way of showing the class of a person
Popular fashion trends followed by top entrepreneurs
What factors to consider for opening a new fashion business in the US or UK?
Influence of digital marketing tools on the growth of small businesses
Entering the era of liberalism: A closer look at the fashion trends of 1920s
Contribution of fashion entrepreneurship to the economic growth of the country

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Fashion and Culture Dissertation Topics

Published by Owen Ingram at January 5th, 2023 , Revised On October 5, 2023

Introduction

The fashion trends reflect culture. The influence of culture on major styles and trends of the past can’t be understated. This is predominantly true in the world of women’s fashion . As the 20 th century kicked off, women started to fight for equal rights, reflected in their fashion trends.

Thus, early in the 20 th century, women were first seen wearing jeans. Fast forwarding, women of today’s world are now accustomed to smoking, which was previously seen as a strictly male habit. Cultures throughout the globe make use of clothing to make fashion statements.

Fashion trends further reflect the hierarchies, personal relationships, and social power structures within communities. Finding a good fashion dissertation topic can be a very daunting task, primarily because it should be intriguing and manageable in the given timeframe.

According to Diverse World Fashion (2014), “ Culture is a largely inclusive concept, and the fact of fashion reflecting culture implies some consideration of some major cultural changes. Technological advances— such as the Internet— have been immensely transformative in culture. ”

To help you get started with brainstorming for your fashion and culture topic ideas, we have developed a list of the latest topics that can be used for writing your fashion and culture dissertation.

PhD qualified writers of our team have developed these topics, so you can trust to use these topics for drafting your dissertation.

You may also want to start your dissertation by requesting a brief research proposal from our writers on any of these topics, which includes an introduction to the problem, research question , aim and objectives, literature review , along with the proposed methodology of research to be conducted. Let us know if you need any help in getting started.

Check our example dissertation to get an idea of how to structure your dissertation .

You can review step by step guide on how to write your dissertation here.

2022 Fashion and Culture D issertation Topics

Topic 1: an investigation into the impact of fashion choices on the cultural values of the consumers..

Research Aim: The research aims to conduct an investigation into the impact of fashion choices on impacting cultural values of the consumers.

Objectives:

To evaluate the factors impacting the fashion trends.
To analyse the relationship between fashion choices and the perceptions of the consumers.
To investigate how the fashion choices of the consumers impact their cultural values and social identity.

Topic 2: An investigation into the relevance of culture on social accountability and natural fabric selection by fashion consumers.

Research Aim: The research aims to investigate the relevance of culture on social accountability and natural fabric selection by fashion consumers.

To analyse the influence of culture on the fashion choices of the customers.
To evaluate the impact of social accountability in the fashion industry.
To investigate how social accountability and natural fabric selection are influenced by culture.

Topic 3: An assessment of the impact of global culture on the UK fashion trends.

Research Aim: The research aims to analyse the impact of global culture on UK fashion trends.

To analyse the impact of global culture on fashion and the perception of the consumers.
To determine the effect of culture on fashion trends and emerging choices of silhouettes.
To examine the ways in which the global culture has impacted the fashion trends in the UK.

Topic 4: The relationship of religion with the fashion choices of the consumers in the UK.

Research Aim: To analyse the relationship of religion with the fashion choices of the consumers in the UK.

To analyse the influence of religion on the choice of clothing and fashion sense of the consumers.
To evaluate the impact of religion on reinforcing tradition through fashion.
To investigate the impact of religion on the individuality and fashion choices of consumers in the UK.

Topic 5: An assessment of the evolution of the fashion trends and colour choices in the UK.

Research Aim: The research aims to conduct an assessment of the evolution of the fashion trends and colour choices in the UK

To analyse the evolution of fashion in the UK since the 1900s.
To understand the factors impacting the colour choices of apparel in the UK
To abases the factors impacting the evolution of fashion trends and colour choices in the UK.

Covid-19 Fashion and Culture Research Topics

Impacts of covid-19 on the fashion industry.

Research Aim: This study will highlight the impacts of coronavirus on the fashion industry

The role of the fashion industry during the Coronavirus pandemic

Research Aim: Covid-19 has disrupted all industries, including the fashion industry. All textile and luxury brands were paused during the global lockdown. This study will investigate how the fashion industry has contributed to combating the coronavirus pandemic.

Impacts of COVID-19 on people and their culture

Research Aim: The lockdown situation during the crisis of COVID-19 has affected the people and their culture. This study will address those issues and the role of the public in maintaining a safe environment.

Coronavirus and creative sector

Research Aim: This study will highlight the impacts of coronavirus on the creative sector, the planning, and innovations to overcome the consequences of COVID-19.

The future of fashion, cultural and creative sector after COVID-19

Research Aim: This study will predict the future of the fashion, cultural, and creative sectors after COVID-19 by highlighting the challenges, various methods to overcome those challenges.

Fashion and Culture Dissertation Topics for 2021

Topic 1: wool vs. synthetic wool.

Research Aim: This research aims to identify the difference between wool and synthetic wool

Topic 2: The growing popularity of natural fabrics

Research Aim: This research aims to address the growing popularity of the natural fabric

Topic 3: Fashion designing in demand

Research Aim: This research aims to evaluate the demand for fashion designing

Topic 4: Occasion Shopping Vs. Obsession with shopping

Research Aim: This research aims to evaluate occasion shopping and obsession with shopping

Topic 1: Analysing the role of fashion in re-shaping the western-cultural values: A case study of any western country.

Research Aim: Fashion has always played a significant role in everyone’s life. The research aims to analyse the role and importance of fashion in re-shaping and mould Western cultural values.

Topic 2: How modern fashion of the 21st century represents the political and cultural ideals of the current era

Research Aim: Since the last few decades, the fashion industry has played a prominent role in influencing cultural values. However, this research will be focusing on how the modern fashion of the 21st century represents the political and cultural ideals of the current era.

Topic 3: How has western culture influenced the living standards and preferences of Asian Consumers: A case study of Pakistan and India

Research Aim: The main aim of the research is to analyse and find out how western culture has influenced the living standards and buying preferences of Asian consumers. It is a well-researched argument that The Western world and its culture influence Asian consumers. Therefore, this research will be focusing on consumers of Pakistan and India and how their buy decisions might be affected by western culture.

Topic 4: Assessing the fashion trends of royal families around the world: Comparative analysis of the UK and Saudi Arabia

Research Aim: Royal families have always been subjected to classy fashion trends, creating an intense impression on the general public. The main focus of the research is to assess the fashion trends of royal families around the world with a specific focus on the UK and Saudi Arabia.

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Iconography Dissertation Topics

For centuries fashion has remained connected to the world of celebrities and music, reflecting ever-changing cultural trends. Iconography based dissertations may discuss the role of icons in fashion and art from a historical perspective.

The iconography subject primarily provides an insight into the celebrity culture to understand how they are used and portrayed to promote a certain fashion trend. Some interesting fashion and culture dissertation titles under this field of study are listed below:

The involvement of affluent female consumers in the fashion industry
Cultural modernity and fashion journalism in Hong Kong, Singapore and Shanghai
Alexander McQueen and the perception of fashion – A case study of the five fashion shows
The impact of fashion journalism on the current fashion industry
Mad for Madonna: The high and low fashions of Eighties pop culture
Lady Gaga : Glamorous fashions of the music industry
Selena Gomez : The teenage style icon for casual fashion
Eminently Eminem: Fashions of the rapping culture
James Dean and the Café Culture
Beyond the Pink: (Post) Youth Iconography in Cinema
Investigating the impact of celebrity culture on the fashion industry with a particular focus on females’ fashion clothing consumption
Do celebrity-endorsed advertisements in fashion magazines influence the purchase intentions of generation Y?

Also Read: Psychology Dissertation Topics for 2021

How Can ResearchProspect Help?

ResearchProspect writers can send several custom topic ideas to your email address. Once you have chosen a topic that suits your needs and interests, you can order for our dissertation outline service , which will include a brief introduction to the topic, research questions , literature review , methodology , expected results , and conclusion . The dissertation outline will enable you to review the quality of our work before placing the order for our full dissertation writing service !

History of Fashion Dissertation Topics

Charles Frederick Worth is the first known fashion designer who sewed his label into the garments, laying the foundation for the modern fashion industry, including individual designers, fashion houses and firms. Fashion history dissertations typically use pictorial analysis to draw specific comparisons between the fashion trends of different ages. There is a wide array of research topics to choose from in this very interesting and entertaining field of fashion and culture. Some fashion history dissertation topics are listed below to get you started without any further delays.

Fashion and Technology: Major fashion trends of the 21st century
The material culture of women’s accessories – Feminine display, race formation and middle-class performance (1825-1925)
Investigating American fashion trends through the decades: 1950-2010
Investigating British fashion trends through the decades: 1910-2010
Cultural transformation: Feminism in the American fashion industry between 1930 and 1980
Studying men’s fashion in Britain since 1800y
How English wedding dresses have evolved over the years – The history and origins
The impact of ethnic clothing on fashion trends in the UK
Fools and jesters through the ages
Women’s shoe fashion trends from 1700 to 2000
Fifties fashions on the streets today
Entering the era of liberalism: A closer look at the fashion trends of the 1920s

Fashion Design Dissertation Topics

Fashion designing can be described as the application of aesthetics and design to apparel and accessories. Both social and cultural factors influence fashion design which changes with place and time. In general, fashion designers’ responsibilities include but are not limited to designing apparel and accessories and anticipating varying consumer trends before the product is brought onto the market.

The primary aim of fashion designers is to design clothes that are functional and pleasing to the eye. Fashion design dissertations include research studies on the use of illegal material such as fur, regional styles and traditions, and the relationship between fashion design and leisure activities such as sports and theatre. Some interesting fashion design research questions can be explored in the following subjects:

How the ball gown has evolved over the decades
Fashion and Sports: The evolution of swimwear from early to modern
The influence of Shetland’s textile culture on fashion design
The modish Victorian challenge to design a bodice
The eta of manmade dress material: 1900-2000
Clothing of importance: The tuxedo and the suit since 1800
Investigating the history and evolution of the hat
Exploring the differences between UK urban and rural fashion design over the last two decades
Historical importance of fur with respect to clothing
Use of alternative materials for clothing

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Children’s Apparel Dissertation Topics

Any form of clothing designed specifically for children can be categorized as children’s apparel. It should be noted that children’s clothing is almost always more sensual and funky than adult clothing. In recent times, gender-based children’s clothing has attracted substantial attention in the world of fashion.

Nonetheless, children’s fashion is an extremely diverse and imaginative market that presents attractive business opportunities. Children’s fashion incorporates emblematic and symbolic imagery – especially relating to the fairytale, folk-lore, and hero-worship, more than any other type of Western clothing. Below are listed some key debates, ideas and discussions which would make enjoyable and challenging research topics :

Modern sociology of children and consumption
Investigating the clothing needs of children with disabilities
A qualitative study about fashion trends in Western children clothing
Moral Failure: How media portrays teen girls as a symbol of sex
School uniforms designs – Society’s attitudes and perceptions
Embracing ambiguity in the historiography of children’s dress
Sweet girls and cool boys – A qualitative study to understand the relationship between children’s clothing and gender
The origin of the motif
Chains, T-Shirts, and baggy trousers: The meaning of skateboard culture
Halloween: Fashion and the children’s imagination
Superheroes: Symbolism and representation in fantastic fashions

Fashion Entrepreneurship Dissertation Topics

A person who owns and possesses a fashion idea, venture or enterprise is a fashion entrepreneur. The activities of a fashion entrepreneur are confined within the boundaries of the fashion industry.

Creating knowledge-sharing platforms and addressing structural and social issues are some of the most important fashion entrepreneurship elements. Starting a new fashion business can be extremely daunting, especially if the economic climate is not suitable. There is a wide array of dissertation topics available under this particular field of study:

Analyzing fashion design entrepreneurship – Challenges and Opportunities
Factors affecting the performance of small and medium-sized enterprises in the UK fashion and culture industry – A case study of any five enterprises
The impact of digital marketing on the performance of small and medium scale fashion business organisations in the UK
Studying iconic women entrepreneurs engaged in the fashion industry
Fashion enterprise and entrepreneurship education – Guidance for potential fashion entrepreneurs
Developing a viable business plan for a fashion brand
The making of the female entrepreneur in the world of fashion
To study the failure and success factors affecting apparel businesses.
The importance of the role of trade fairs in the international fashion business
Social media marketing for luxury fashion brands
Contemporary issues in fashion marketing

Important Notes:

As a fashion and culture student looking to get good grades, it is essential to develop new ideas and experiment with existing fashion and culture theories – i.e., to add value and interest in your research topic.

Fashion and culture are vast and interrelated to many other academic disciplines like civil engineering , construction , law , and even healthcare . That is why it is imperative to create a fashion and culture dissertation topic that is articular, sound, and actually solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic based on your entire research. There are several significant downfalls to getting your topic wrong; your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, there is a possibility that the study is not viable.

This impacts your time and efforts in writing your dissertation , as you may end up in the cycle of rejection at the initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best fashion and culture dissertation topics that fulfil your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and be practically implemented. Please look at some of our sample fashion and culture dissertation topics to get an idea for your own dissertation.

How to Structure your Fashion and Culture Dissertation

A well-structured dissertation can help students to achieve a high overall academic grade.

A Title Page
Acknowledgements
Declaration
Abstract: A summary of the research completed
Table of Contents
Introduction : This chapter includes the project rationale, research background, key research aims and objectives, and the research problems. An outline of the structure of a dissertation can also be added to this chapter.
Literature Review : This chapter presents relevant theories and frameworks by analyzing published and unpublished literature on the chosen research topic to address research questions . The purpose is to highlight and discuss the selected research area’s relative weaknesses and strengths while identifying research gaps. Break down the topic and key terms that can positively impact your dissertation and your tutor.
Methodology: The data collection and analysis methods and techniques employed by the researcher are presented in the Methodology chapter, which usually includes research design, research philosophy, research limitations, code of conduct, ethical consideration, data collection methods and data analysis strategy .
Findings and Analysis: Findings of the research are analyzed in detail under the Findings and Analysis chapter. All key findings/results are outlined in this chapter without interpreting the data or drawing any conclusions. It can be useful to include graphs , charts and tables in this chapter to identify meaningful trends and relationships.
Discussion and Conclusion: The researcher presents his interpretation of the results in this chapter and states whether the research hypothesis has been verified or not. An essential aspect of this section is establishing the link between the results and evidence from the literature. Recommendations with regards to the implications of the findings and directions for the future may also be provided. Finally, a summary of the overall research, along with final judgments, opinions, and comments, must be included in the form of suggestions for improvement.
References: Make sure to complete this by your University’s requirements
Bibliography
Appendices: Any additional information, diagrams, and graphs used to complete the dissertation but not part of the dissertation should be included in the Appendices chapter. Essentially, the purpose is to expand the information/data.

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How to find fashion and culture dissertation topic.

To discover a fashion and culture dissertation topic:

Analyze cultural influences on fashion.
Explore historical and contemporary trends.
Consider cultural appropriation debates.
Investigate sustainability in fashion.
Examine fashion’s role in identity.
Select a topic resonating with your passion and research scope.

100+ Fashion Dissertation Topics and Ideas – Free Consultation

Published by Alvin Nicolas at November 29th, 2022 , Revised On February 2, 2024

Fashion is an expression of style and dress that changes according to region and time. Unlike Muslim countries, where women must cover their faces with a Naqab, Chador, Burqa or a Hijab, Western women can wear jeans, tops and skirts as a fashion statement. Similarly, women in Japan wear Kimonos, which have long sleeves and reach from the shoulders all the way down to one’s heels.

The field of fashion and the industry that runs it could be an exciting area of research for many fashion students because of how fashion and culture depict people’s different aesthetic preferences around the globe.

Students who choose a fashion dissertation topic must have up-to-date knowledge and understanding of the trending fashion styles to make a solid impression on the readers.

To write an engaging fashion dissertation, fashion design students must keep a close eye on the latest developments and changes in the fashion industry.

You will need to gather all the relevant data and break it into specific, focused, and clear titles that match your research interests and preferences.

Choosing a compelling topic for a fashion dissertation will enable you to make a first good impression on the readers. You are at significant risk of underperforming your research if your chosen topic needs to be clarified and better defined.

Therefore, pick a topic you are passionate about and make a valuable academic contribution. If you have been looking for a unique and manageable fashion dissertation title, you have come to the right place.

Our fashion dissertation writing experts have compiled a list of the best topics to give you the head start you need.

This article lists 100 fashion dissertation topics to assist you in making a choice that will attract your examining committee. Here you go;

Other Dissertation Links: Nursing Dissertation Topics | Accounting Dissertation Topics | Project Management Dissertation Topics | Environmental Dissertation Topics

Topics for Dissertation on Fashion Entrepreneurship

Variables that influence the performance of small and medium-sized enterprises in the UK fashion and culture sector. Explain with a case study of any five companies.
The most successful marketing strategy for luxury fashion businesses is social media marketing – A critical investigation.
Describe the steps a woman takes to become an entrepreneur in the fashion industry.
Explain the difficulties or problems faced by entrepreneurs in the fashion industry.
Discuss the elements that determine the success and failure of the apparel industry.
What aspects should a new fashion business in the US or UK consider?
To what extent has co-creation in the global fashion industry been supported by digital technology?
What is the future of the “culture of co-creation” in the fashion industry?
What is the function of the culture of co-creation in small and medium fashion brands that engage in co-creation?
An exploration of premium brand co-creation and brand equity.
Collaborations between nations and across borders in the fashion sector.
Examining the relationship between consumer behaviour and organisational sustainability reputation: The case of the UK’s luxury fashion industry.
How has the development of digital marketing benefited the global fashion industry is discussed?
The role of digital media and entrepreneurship in developing new-age fashion.
Fashion industry case study: Analysing the factors affecting employee engagement and how it affects organisational outcomes.

Fashion and Culture Dissertation Topics

How are western cultural values changing through fashion? Could you explain your thoughts on this?
What is the cause of the increased demand for natural fabrics in 2022?
There is a difference between occasional and compulsive shopping.
A comparison of the wardrobe of royal families from other countries.
Fashion’s contribution to the coronavirus epidemic.
An exploration of the meaning of body piercings and tattoos in Western societies.
The habit of a lifetime: The dress of nuns and monks throughout history.
Have transgender models influenced the popular fashion industry?
Exploring the link between fashion and nudists.
The representation of gender in men’s and women’s fashion since the 1950s.
How eastern countries are adopting western fashion.
The changing fashion trends in eastern countries.
Examining fashion’s contribution to cultural sustainability.
The choices and standard of living of Asian consumers are under the influence of Western culture.
Presented by representatives of well-known brands, Those Fab Four.
Examining how public aesthetics, cultural connotations, and artistic aesthetics influence clothing design.
Examining the influence of western fashion on developing Asia.
How fashion influences students’ daily lives and helps them develop positive attitudes.
Modernist political and cultural beliefs are heavily influenced by Western civilization.
Examine the fashion of modernity in the twenty-first century by tracing fashion’s social and cultural history.
Determining the link between identity, culture, and fashion.
Young people’s exposure to celebrity culture and fashion through movies and television
What led to the development of the 90s world stage?

Fashion Marketing Dissertation Topics

The impact of fashion marketing on the brains of young people in the UK.
The Beatles had an impact on fashion marketing in the UK.
The impact of culturally influenced fashion marketing on consumer behaviour in Muslim countries.
How has the global fashion industry evolved thanks to the development of digital marketing?
A comparison between British fashion today and fashion marketing in the 1990s.
The impact of sleepers on the sales success of a high-end fashion company in the UK.
The impact of fashion marketing on the environment. How are our lakes being polluted by chemical waste from UK clothing factories?
The impact of supply chain logistics on brand identity and brand perception in the UK fashion industry.
Exploring the link between sport and fashion. A case study of Nike and its sportswear trends.
The function of social media marketing in the UK fashion sector is to change consumer preferences.
The evolution of ball gowns and how they disappeared from the British fashion scene.
What clothes did musicians wear in the 1970s? The most influential bands are examined.
Customers in the UK are influenced by colour when making purchases. Discuss
There are links between fashion, culture, and religion. How fashion marketing has destroyed religious and cultural beliefs.
The relationship between the fashion and beauty industries. The interaction between these two different spheres.

Best Fashion Dissertation Topics

What fashion phenomenon did the members of the famous band The Beatles bring into the world?
The social impact of fashion blogs and publications.
The position of women in society in the light of evolving fashion trends over time.
How useful are a fashion brand’s brand identity and image to business owners in today’s market?
How has the history of leather jackets evolved?
Do animals play an important role in the fashion industry? To what extent is this acceptable?
Lady Diana’s choice of dress and its impact on society at the time.
Is Justin Bieber the new teenage superstar and fashion icon of youth?
Which old and new films have had a major influence on society’s sense of style?
The centuries-old fashion trends that fools have worn
Analysis and study of the hat’s origins and evolution over time in terms of new designs.
Does today’s environment require good social media marketing for quality clothing?
Critically examine children’s fashion trends in the mid-1990s.
Over the years, wizards’ fashion tastes and traditional dress have evolved.
Historical analysis and study of men’s and women’s fashion have been conducted since the early 1800s.

Most Famous Fashion Dissertation Topics

The impact of counterfeit luxury goods on the high-end fashion sector.
Investigating the new fashionable lifestyle of working from home: What is the cost-benefit analysis of working from home?
Examining the recent growth of the wig fashion industry.
How big is the booming cosmetics sector, and what impact does it have on the economy?
A case study of Serena William illustrates how clothing reflects the empowerment of the modern woman.
How does fashion influence consumer mentality?
A case study on Taylor illustrates how teenagers’ musical tastes are influenced by style.
Examining the link between royalty and fashion during the reign of Queen Elizabeth.
How tyrants and monopolists controlled the fashion industry after the Second World War?
Examining the meaning of clothing as a symbol of culture, prestige, and aspiration.
The function of creativity and innovation in the functioning of the fashion industry.
A comprehensive guide to buying upmarket, stylish textiles.
The effect of clothing choice on the thought process.
A comparison and contrast of European and African fashion.
Examining the effects of fashion trends on the operation of a business.

Custom Fashion Dissertation Topics

Exploring the links between culture, identity, and fashion
What connection can be made between religion and fashion?
A list of famous people who have influenced fashion trends and are considered fashion icons.
The link between the promotion of fashion brands and plastic surgery.
An investigation into how fashion trends affect the mental health of a community.
The contribution of nylon to innovation in the fashion industry.
Examining the disappearance of some fashionable garments. The case study of the tie.
The idea of collaborating on fashion for expensive school uniforms.
The difficulties faced by an entrepreneur in the fashion industry.
The comparison of how men and women promote fashion designs.
Learn the skills you need to succeed in your fashion business.
Why choosing a style for a wedding ceremony is crucial.
How has the fashion industry generated jobs for the youth?
How is the attire influenced by the seasons of the year 2022?
Why has the use of formal attire decreased at work?

Fashion Design Dissertation Topics

The role of fashion writers in promoting fashion trends.
The contribution of festivities to the American fashion industry.
The influence of ethnicity on fashion trends.
A link between poverty and style.
An examination of the dress trends of royal families worldwide in comparison.
The influence of royal families on fashion trends.
Madonna as a case study in costume culture.
Does the fashion industry’s future look promising, given the growth of the internet?
Examining the socio-cultural history of fashion to understand its evolution.
Why is American and European clothing so different from Asian fashion?
The impact of fast fashion on workers in Chinese garment factories.
The contribution of politicians to the growth of fashion.
The fetishization of black people by modern fashion
The impact of fashion on the mental health of adolescents
Why is there such a strong dislike of Zara and Bershka?

Fashion Dissertation Topics about Fashion Industry

Who has the greatest influence on contemporary fashion?
How do famous people influence fashion?
The influence of feminism on fashion and fashion brands.
Which period in fashion was the worst? And why?
Why do certain clothes last for decades while others never sell out?
Clothes from the past that are currently in fashion.
How the music industry influences fashion.
How should you dress for your body type?
Why are fashion shows necessary?
An examination of the contributions made by the fashion icons of the 1970s.
The different identities of the kings of the world and their royal garments.
Material unions: The origins and development of the English wedding gown.
A discussion of how vintage trends have influenced the modern fashion industry.
The use of jewellery in the upmarket fashion industry.
The influence of capitalism on fashion.
How does TikTok influence fashion trends?
How does fashion factor into the political discussion?
The fashion industry’s response to Coco Chanel.
Why is Jean Paul Gaultier frequently referred to as the fashion world’s “enfant terrible”?

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Why is it Important to Choose the Right Fashion Dissertation Topic?

The title of your dissertation is of great importance as it informs the reader about what you aim to achieve with your research project. The goal orientation of the research, i.e., the type of goals it is intended to pursue, should be evident from the choice of topic.

Thus, from the perspective of the topic, the status of problem research and possible trends in development can be gleaned. If the choice of topic merely states a fact and does not indicate the goal orientation of the study, the research may not be worthwhile.

Similarly, if previous researchers have done more thorough research on your selected topic, and when there are limited to no reliable and authentic sources to use as evidence for your claims, you should avoid such a topic.

In a nutshell, the first thought explosion after an accumulation of thoughts is the topic selection. Good topic selection is a prerequisite for the work’s success and can increase the effectiveness of the research.

Need help with your dissertation project? Have no idea where to start? Our expert dissertation writers can provide you with several unique and intriguing fashion research ideas, research proposal writing service , work on your dissertation, and help you achieve your desired grade doing the things you love the most.

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Frequently Asked Questions

Why do people get bored by a fashion after some time.

People get bored by fashion over time due to human nature’s tendency for novelty and variety. Once a trend becomes common and loses its initial excitement, people seek new experiences and trends to satisfy their desire for change and individuality.

Fashion Dissertation Topics: 100+ Interesting Dissertation Ideas

“Don’t be into trends. Don’t make fashion own you, but you decide what you are, what you want to express by the way you dress and the way to live.” — Gianni Versace

Nothing is stagnant in our life; fashion is also like that. It changes. Suppose you are a University student pursuing a degree programme in fashion or fashion dissertation ideas. In that case, you need to study hard and always keep an eye on the fashion trends to gather real-life examples. Not only the assignment writing is important, but the score is also important. If fashion design is your major at university, you must develop some fashion topics with a dissertation to explore your study. You need to establish your dissertation’s subject and research accordingly. You can choose the history of fashion in your selected era, or you can research numerous fashion topics throughout history. To write awesome fashion dissertation ideas, you must have both a practical and theoretical understanding of the subject, as well as a creative imagination to make something new.

“What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language.” — Miuccia Prada

Fashion trends are also a reflection of culture. Culture has had a significant impact on important styles and movements in the past that we cannot overstate. When writing a fashion dissertation, you need to provide the greatest sustainable fashion themes, fashion dissertation topics, textile & clothing, and trendy women fashion ideas. While drafting your assignment, you must perform extensive research to realise the importance of the best fashion dissertation topics to improve your academic performance. You should remember that the fashion dissertation topics you are writing in your assignment must be beneficial for students who will write their first dissertation papers in the fashion area.

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Interesting Facts About Fashion

“Fashion is the armor to survive the reality of everyday life.” — Bill Cunningham

Clothing creates fashion statements in cultures all over the world. As the twentieth century began, women strive for equal rights that mirrored in their wardrobe choices. As a result, ladies were first spotted wearing jeans in the early twentieth century. Moving forward, women in today’s world are acclimated to smoking, which is considered a masculine habit. The social power systems and hierarchies within communities reflect fashion trends. When choosing fashion topics for academic purposes, you need to be very careful. It is advised that you always go with a theme that you are most familiar with. Many dissertation topics are available in the fashion sector, but most students struggle to write relevant ones.

Some Innovative Fashion Dissertation Ideas

Now we are going to discuss some interesting fashion dissertation topic ideas. We need to discuss how choosing acceptable themes is one of the most important components of writing a dissertation. Many experts can explain the fashion topics better and supply dependable academic help to students on all of their inquiries since they are well-versed in all of the complexities of producing a fashion dissertation. Experts can easily find the best fashion dissertation topics as they are experienced. Most students struggle to come up with new ideas and techniques when it comes to fashion topics. Fashion is not mentioned somewhere, or some pages are written in the book, but the general trend changes over time. If a dress is trending today can be backdated in the next year. You can observe the trends and act accordingly because if something is in fashion, that is highlighted. To choose the fashion dissertation topic, you can go through the most relevant or trending topics. Here we are discussing some latest examples of dissertation topics.

Since the 1800s, Men’s fashion in the UK.
The History and Origins of English Wedding Dresses
Fashion trends of ethnic dress in the UK.
The era of baby fashion.
A hairstyle can impact the entire dressing style of all.
Explain how nuns and monks followed the growth of Christian clothing patterns.
Why have leather clothes vanished in today’s fashion world?
The impact of celebrities’ lives and tastes on the fashion sense of the next generation.
Examine the 1960s youth’s fashion preferences.
Give an example of a fashion trend of the Beatles.
The variables to the establishment of fashion culture throughout the 1990s decade till now.
Through the centuries, fools and jesters.
Women’s shoe fashion styles are trending.
Today’s street style in the 21st century.
A deeper look at the dress styles of the 1980s as we enter the liberalism age.
The growth of fashion in men’s and women’s dress sense since the 1990s to now.
Evolution of fashion in men’s and women’s dress sense as the effect of Western culture on fashion across the world.
How do magicians’ dress styles evolve through time, and how important it is to their job?
The rate of change in fashion trends during the last few decades.
The role of the women’s community has in the evolution of fashion trends.
Cross-dressing has been documented in human communities from the dawn of time. Is it still a taboo subject?
Fashion brand: the difference between a fashion brand’s brand image and brand identity.
To figure out how fashion, culture, and identity are related.
The impact of fashion on daily life.
A sociological analysis of the demise of the knot.
What are celebs doing to promote eco-friendly apparel?
The influence that fashion publications and bloggers on society.
Investigating the world’s ethnic clothes.
Rapping culture and fashion.
How modern dress in the twenty-first century reflects current political and cultural beliefs

Suitable Framework for Fashion Dissertation Topics

“Fashions fade, style is eternal.” — Yves Saint Laurent

The most important integrant of writing an assignment is its organization, which plays a key role in fashion. While drafting the fashion dissertation for academic reasons, you need to be attentive to the structure and organization of your research topic. The rapid growth of fashion is common in the world today. Fashion is the thing that follows everyone, mainly the teenagers and the adults. So, naturally, there are so many exciting career options that attract many students from all over the world. A dissertation on the best fashion topics is common for students to write in their fashion designing course. So, now we are discussing some examples of dissertation topics regarding fashion.

Who is Audrey Hepburn, and what was her contribution to the current fashion revolution?
Explain the importance of brand identity and its influence on shifting fashion trends.
Who were the celebrities and musicians of the 1970s, and what fashion trends did they follow?
From 1910 until 2010, researchers looked into British fashion trends.
Between 1930 and 1980, the American fashion industry underwent a cultural change because of feminism.
Worldwide clothing production and trends.
The jesters’ dress sense, looking back over the years.
Mention the rise of bow ties and ties as formal attire.
Explain why high heels are deemed fashionable even though they are quite unpleasant.
Explain the significance of smartphones in determining adult fashion trends.
The long-term influence of traditional clothing on current fashion trends.
Is current fashion still highly reliant on animal products?
Explain how the sari has evolved as a fashion trend.
Evolution of beachwear into its current state.
How have woollen garments fallen out of favour with the general public?
Explain why miniskirts and maxis became popular recently.
Celebrities’ role in introducing new fashion trends.
Dressing up as peasants is a new fashion in the US.
Hats and creativity are two things that come to trends.
The influence of colour on fashion.
The beginnings of power dressing.
Cross-dressing is a need.
Difference between Synthetic wool and natural wool.
Normal and daily materials have become increasingly trendy.
Shopping for a special occasion vs shopping for the sake of it
Analyzing fashion’s impact in reshaping Western cultural values: A case study of any Western country
The circumstances surrounding the development of T-shirts.
Mention the close relationship between religious beliefs and clothing choices.
Ball gown introduction in traditional society.
Explain how clothing plays a part in displaying one’s individuality and unique characteristics.
Why are furs so popular in today’s wardrobes?
Importance of nylon in the evolution of modern clothing.
Influence of Magazines and articles blogging.
Gowns and style fashion: Nuns and monks have worn many dresses and styles over the years.
Need for successful social media marketing in today’s environment for luxury clothes fashion.
A case study of Pakistan and India shows how western culture has affected the living conditions and tastes of Asian consumers.
Technology and Fashion: The most important fashion trends of the twenty-first century.
The feminine exhibition, racial creation, and middle-class performance in the material culture of women’s accessories (1825-1925).
From 1950 through 2010, researchers looked into American fashion trends.

If you’re having trouble writing your dissertation, you can seek professional assistance online. Seeking expert assistance is the safest and most effective strategy to improve your academic performance. Fashion dissertation assistance pros are here to transform this stumbling block into the first rung on the ladder leading to your desired marks. For the time being, the experts are helping students to write their best fashion dissertation topic. If you choose a legitimate academic aid provider, you will certainly receive great grades and praise from the assessor. If you can choose your topic, you can check through this list that we are discussing here to save your time.

Examining the ethnic clothes craze.
How formal attire has dwindled in popularity in the workplace.
Key fashion figures that have shaped the industry.
Changes in school uniforms across the world.
How tyrants and monopolists governed the fashion industry.
In the fashion business, there are crossover trends.
Fashion and television are coexist.
What role did animals have in the fashion industry?
Clothing with safety features: a contemporary style.
What impact does the dress have on people’s self-perception?
Fashion idols from the contemporary era who have influenced what people wear
Technology’s entry into the fashion sector.
What factors shaped the 1990s fashion scene?
The influence of fashion on youth is shown in movies and the lives of celebrities.
Fashion trends nowadays and the role of women.
Justin Bieber’s fashion sense has had a significant impact on today’s youngsters.
Lady Diana established the worldwide fashion statement.
The rise of tuxedos and suits is a result of fashion trends.
Examples that show how athletics and fashion can coexist.
Social media in uplifting sales of high-end clothing.
Examine how the Australian clothing sense has evolved throughout time.
Sneakers’ steady transformation into a stylish must-have.
Fashion dissertation topic: A historical examination and study of men’s and women’s fashion since the early 1500s.
New designs fashion: the development of the hat and how it has evolved with new designs.
Theatres that have inspired fashion.
An examination of how cloth has affected fashion over time.
The detrimental consequences of fashion on people’s lives.
Nylon is the most enticing fashion development.
How did clothing become a means of identifying a person’s social class?
In the field of education, academic attire is a must.

“I don’t design clothes. I design dreams.” — Ralph Lauren

Conclusion:

The incorporation of diverse viewpoints will undoubtedly result in a high-quality final fashion dissertation. When conducting historical research on fashion design, you must gather as much information as possible and assemble them into an impressive summary. You must acquire all relevant information on the industry and organize it. Due to a lack of expertise, many academics find it difficult to choose a fascinating fashion dissertation topic. So, students frequently become stuck when completing their fashion dissertation projects and turn to the internet for help. You can also use our academic assistance service for a stress-free educational experience by searching for paper help . Selecting our experts can lead you to upper grades, and our experts will ensure that they can provide the best quality of content.

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Stitching Success: 100+ Trendsetting Fashion Dissertation Topics

Embarking on a fashion dissertation journey is an exciting opportunity to delve into the dynamic world of style, design, and cultural influences. As the fashion industry continues to evolve, so do the avenues for academic exploration. In this article, we present a comprehensive list of 100+ fashion dissertation topics and ideas for 2024, spanning various facets of the industry, from design and marketing to sustainability and technology.

Fashion Design and Innovation:

The evolution of fashion design: A historical perspective.
Influences of cultural diversity on contemporary fashion.
Exploring sustainable materials in fashion design.
The role of technology in shaping futuristic fashion trends.
Gender fluidity in fashion design: Breaking traditional norms.
Fashion and identity: How clothing shapes individual expression.
The impact of globalization on cross-cultural fashion influences.
Redefining beauty standards through inclusive fashion design.

Fashion Marketing and Consumer Behavior:

Social media’s influence on fashion marketing strategies.
The rise of influencer marketing in the fashion industry.
Exploring consumer perceptions of sustainable fashion.
Luxury fashion branding: A case study of iconic brands.
The role of fashion retail atmospherics in consumer experience.
Consumer behavior in the era of fast fashion.
E-commerce trends in the fashion retail landscape.
Celebrity endorsements and their impact on fashion consumerism.

Fashion and Sustainability:

Sustainable fashion: Analyzing eco-friendly practices in the industry.
Circular fashion: The role of recycling in reducing waste.
Slow fashion vs. fast fashion: A comparative study.
The impact of sustainable fashion on consumer purchasing decisions.
Ethical considerations in fashion supply chains.
Greenwashing in the fashion industry: Identifying and combatting misleading sustainability claims.
Innovations in sustainable textile production.
Fashion and the zero-waste movement: Strategies for minimizing environmental impact.

Fashion Technology and Digitalization:

Augmented Reality (AR) in fashion retail: Enhancing the shopping experience.
Artificial Intelligence (AI) in trend forecasting and design.
3D printing in fashion: Revolutionizing garment production.
Virtual fashion shows: Navigating the digital runway.
Blockchain technology in fashion: Ensuring transparency in the supply chain.
The role of social media algorithms in shaping fashion trends.
Wearable technology and its impact on fashion and lifestyle.
Digital fashion influencers: Virtual personalities and their influence on style.

Fashion Culture and History:

The influence of subcultures on mainstream fashion.
Fashion and politics: Analyzing the symbolism of clothing in political contexts.
Fashion during wartime: Adapting style in times of crisis.
The evolution of fashion journalism: From print to digital media.
The impact of iconic fashion moments in film and television.
Cultural appropriation in fashion: Navigating the fine line.
Fashion photography: The intersection of art and commerce.
Traditional vs. contemporary fashion: Bridging the generational gap.

Fashion Business and Management:

Strategic management in the fashion industry: A case study approach.
Challenges and opportunities for small-scale fashion entrepreneurs.
Supply chain disruptions and resilience in the fashion industry.
The role of fashion incubators in nurturing emerging designers.
Intellectual property rights in the fashion business.
Fashion retail strategies in the post-pandemic era.
The impact of geopolitical factors on global fashion markets.
Fashion and philanthropy: The role of brands in social causes.

Fashion and Social Issues:

Diversity and inclusion in the fashion industry.
Body positivity in fashion advertising and representation.
Fashion and activism: The power of clothing as a statement.
Exploring the impact of fashion on mental health.
Age inclusivity in the fashion world: Challenges and progress.
The role of fashion in promoting social justice movements.
Fashion for a cause: The intersection of style and social responsibility.
Disability representation in the fashion industry.

International Perspectives in Fashion:

Cross-cultural influences in global fashion trends.
Fashion diplomacy: The role of clothing in international relations.
The globalization of fashion and its impact on local traditions.
Cultural appropriation vs. cultural appreciation in international fashion.
Emerging markets in the global fashion industry.
Fashion tourism: Exploring the influence of cultural destinations on style.
Regional variations in fashion preferences and trends.
The influence of Eastern fashion on Western design and vice versa.

Fashion Retail and Merchandising:

Visual merchandising strategies in fashion retail.
The role of sensory marketing in fashion stores.
Pop-up stores in the fashion industry: Trends and effectiveness.
Online vs. offline shopping experiences in fashion retail.
Merchandising strategies for sustainable fashion brands.
The impact of store atmospherics on consumer purchasing behavior.
Pricing strategies in luxury fashion retail.
The role of data analytics in optimizing fashion inventory management.

Fashion and Popular Culture:

The influence of music on fashion trends.
Celebrity fashion lines: Successes and failures.
Fashion in the gaming industry: Virtual style and character design.
The impact of social media challenges on fashion trends.
Streetwear culture: From subculture to mainstream fashion.
Fashion and literature: Exploring the narrative of clothing in books.
The role of fashion in shaping beauty standards in popular culture.
Iconic fashion moments in music videos and their cultural impact.

Fashion and Material Culture:

Clothing as a form of cultural expression.
The symbolism of color in fashion across cultures.
Exploring the history and significance of fashion accessories.
The evolution of textiles and fabrics in fashion design.
The cultural significance of traditional clothing in contemporary fashion.
Fashion and gender identity: Breaking stereotypes through clothing.
The impact of historical events on fashion and material culture.
The role of museums in preserving and presenting fashion history.

Fashion and the Environment:

Environmental implications of fast fashion: A critical analysis.
Fashion industry water consumption: Challenges and solutions.
Vegan fashion: The rise of cruelty-free and sustainable alternatives.
Eco-friendly dyeing and printing techniques in fashion.
Fashion and biodiversity: The impact of leather and fur industries.
Carbon footprint reduction in fashion supply chains.
Sustainable fashion certifications and their role in consumer awareness.
Innovations in upcycling and recycling practices in the fashion industry.

Fashion and Education:

Innovations in fashion education: Preparing students for industry challenges.
The role of internships in shaping future professionals in the fashion industry.
Integrating sustainability into fashion curricula.
The impact of technology on fashion design education.
Fashion mentorship programs: Nurturing talent in the industry.
Cross-disciplinary approaches in fashion education.
Addressing diversity and inclusivity in fashion academia.
The role of industry collaborations in enhancing fashion education.

Choosing a compelling fashion dissertation topic is the first step toward an enriching academic journey . Whether you are passionate about design, marketing, sustainability, technology, or cultural influences, this extensive list of 100+ fashion dissertation topics and ideas for 2024 provides a diverse range of options. Dive into the vibrant and ever-evolving world of fashion, contribute valuable insights to the industry, and make your mark on this dynamic field. Best of luck with your fashion dissertation exploration!

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Culture and Fashion Dissertation Topics

The relationship between culture and fashion is intrinsic and dynamic. Cultures across the world use clothing to make statements on the nature of power relations, personal relationships, and hierarchies within communities. The links are diverse and often complex, involving sociological and psychological research.

If you are interested in writing your dissertation on culture and fashion, it’s important to find a good topic that reflects these concerns while allowing room to focus on specific research questions.

Your chosen topic must also reflect your own interests and concerns, as well as the trends of contemporary research. We’ve come up with some interesting, original yet manageable culture and fashion dissertation topics focusing on a variety of key areas:

Iconography

Co-creation in the fashion industry, history of fashion dissertation topics, clothing, leisure and place, children’s clothing, sex, body, and presentation, material and designs, impact of covid-19 on the creative industries.

For centuries fashion has been identified as reflecting changing cultural trends and is especially relevant to the high-profile world of music and celebrity culture. What are icons? Why do we need icons in today’s society? Who creates icons? Do icons have any moral responsibilities? These are the sorts of questions raised during the study of celebrities and fashion. Dynamic and particularly relevant to young people’s culture, this subject offers a closer look at the celebrity culture and how it is used and portrayed in the fashion world and advertising media in general.

A window into another world: Understanding the fashion icon.
Keeping up with the Kardashians? Mapping the influence of the Kardashians on the fashion sector.
Royal influence: Kate Middleton as a contemporary style icon.
Imagining Monroe: A retrospective encounter with one of the world’s most fashionable women.
Hepburn, De Givenchy and Haute Couture.
James Dean and the Café Culture.
Fashioning the Elite: What the life-long friendship between Hubert de Givenchy and Audrey Hepburn brought to the fashion world.
Mad for Madonna: The high and low fashions of Eighties pop culture.
If looks could kill: Kylie Minogue and the image of the pop princess.
Fashioning an Idol: Boy band culture and teenage clothing.
Eminently Eminem: Fashions of the rapping culture.
Glitter, glam, and an expanding waistline: What Elvis brought to the fashion world.
Beatle Mania and the Sixties look.
Westwood, Punk, and The Sex Pistols.
What celebrity culture has done for high street fashion.
‘Pride and Prejudice’: how Austen still captures the imaginations of designers today.
Iconic fashion models and their personal signature looks.
Celebrities as fashion icons.
The rise of the sneaker.
Can women over 70 still be fashion icons?
What part does plastic surgery play in the formation of an icon?
Gender fluidity: Exploring the significance of androgenous style icons.

In recent years, it has become more common for consumers to play a ‘co-creative’ role in the development of fashion lines. Take, for example, A Way to Mars – a fashion brand that encourage designers (whether qualified or novice) to share their designs. and the brand chooses to collaborate with the best submissions. The benefit to the brand is that they are able to access a range of rich (often culturally-informed) ideas from designers throughout the world. That said, you might choose to focus your dissertation on co-creation in the fashion industry.

‘None of us are as strong as all of us’: co-creation in the fashion industry.
Co-creation through social media: A case-study of the fashion industry.
Co-creation and SME fashion brands: What is the role of co-creators’ culture?
Zara and customer co-creation: A case study.
Co-creation and brand equity: An exploration of luxury brands.
Global/cross-national collaborations in the fashion industry.
To what extent has digital technology facilitated co-creation in the global fashion industry?
Upcycling garments: A strategy for tackling fast-fashion?
Cross-disciplinary collaborations: When science meets fashion.
Analysing the ‘culture of co-creation’ in the fashion industry: Is it the future?
Fashion co-creation in the circular economy.

Fashion history has the largest body of research from which to draw from in writing a dissertation. Pictorial analyses are useful to make specific comparisons between certain aspects of clothing that has changed over the years and those that have stayed remained relatively the same. This subject is a rich and interesting field of research, with an array of historical research to choose from. Some of the more obscure, rare books on fashion through the ages and cultures can be particularly useful. It is important to remember that contemporary fashions bear obvious and subtle links to fashions throughout the ages, and between different cultures and that most items – such as the hat, jacket, and shoe – have remained relatively unchanged in shape, concept and function for a very long time. It can also be linked to economics and commercialism, reflecting financial climates by responding with various styles of clothing.

A sense of Englishness: British fashion through the ages.
Mods and Rockers and the age of the teenage rebel.
Age of Liberalism: 1920’s fashions.
Fashions of the Second World War in America and the UK.
Fifties street fashion in the UK and America.
The Sixties: Flowers, flares, and bells.
A discussion of Seventies fashion icons and what they brought to the fashion world.
How Eighties fashions represented political and cultural ideals of the time.
Young people’s clothing in the Nineties.
Chasing an elusive dream? Fashions of the future.
Royal clothing and the different identities of monarchs across the World.
‘The Cobbler and the Tailor’: Forgotten trades.
A chronological study of men’s fashion since 1700.
What we still love about Dickensian fashion.
Material marriages: The origins and history of the English wedding dress.
The symbolic aspects of Greco-Roman fashions.
Ethnic clothing in London; markets and bazaars.
How important was fashion to the Tudors and Stuarts?
A history of peasant costume.
Fools and jesters through the ages.
A history of women’s shoes.
Retro is all the rage: A discussion of the influences of retro fashions on today’s fashion industry.
The advent of Primark: Affordable fashion.
The British Royal Family as leaders of fashion today.
How children’s wear has changed over the last two decades.
Twenty-First Century wedding clothing for ‘alternative’ couples.
Beach-wear and its evolution.
The current crisis in the fashion industry and possible solutions.
Androgyny: its own statement in the fashion industry.
Goths and gothic styles in fashion.
Steam punk, its rise and relevance.
The application of jewellery in the haute couture fashion industry.

Clothing choices are often a reflection of where we are from, current social norms and choice of leisure activities. As such, study of these issues is interesting and relevant. An exploration of contemporary styles is also interesting in this context as it has the capacity to both diversify and limit traditional looks. For example, fur has gone out of fashion to the extent of being illegal, while tartans remain ever as fashionable as they always have been. Regional styles are interesting to study as they can be effectively compared across the country, e.g.: Rural/Urban wear. Fashion has been intrinsically connected to leisure for centuries – especially through mediums such as the theatre and sports. Within this relationship exists a complex and powerful history of evolving beliefs and cultural change. Why do we wear certain items of clothing in certain places or for certain activities? What would happen if we didn’t? Why do we need to conform? These are the sorts of questions and ideas explored in the following topics:

The rise of Athleisure since COVID-19.
The rise and rise of vegan leather.
Labelling and branding: The power of representation.
The power of marketing in the contemporary fashion world.
Clothes for clubbers: The use of alternative materials.
Sustainable footwear: Exploring the attitude-behaviour gap.
Tartans today: How colours represent ideas.
Tracing the history of fur in fashion.
Hunting wear: Stigmas and tradition.
Shakespearian theatre and the aesthetic image: how Shakespearian productions reflect contemporary fashion trends.
Translating Tolkien: Costume from book to screen.
A history of the hat.
Hats and the imagination: Magicians, witches and Ascot.
Changing Times: The closing divide between rural and urban fashions over the last century.
Wigs, rings, and tails: Symbols of power since 1700.
Clothing of importance: The tuxedo and the suit since 1800.
Sci-Fi culture and fashion.
Water and fashion: Swimwear early to contemporary.
The evolution of the ball gown.
The uniform: the evolution and change of UK school uniforms over the last one hundred years.
The influence of celebrities on fashion: an exploration of celebrity-endorsed fashion lines.
The purpose of the heel? A historical review of high-heeled shoes in fashion.

Children’s fashion is an incredibly imaginative and diverse market that caters for all segments of the market. On the more affordable end of the scale, second-hand clothing shops are very popular as children outgrow clothes so readily that high quality, and even new items can be bought at low prices. At the other end of the scale, designer children’s clothing can be extremely expensive and affords a competitive market. More than any other types of Western clothing, children’s fashion incorporates emblematic and symbolic imagery – especially relating to fairy tale, folklore and hero worship. Furthermore, children’s clothing has attracted some controversy in recent years due to its connection to debates about gender and sexuality. Beneath are listed some key debates, ideas and discussions which would make enjoyable and challenging fashion dissertation topics:

The essence of the fairy tale: Cinderella, Sleeping Beauty and the fashionable imagination.
What is too short? A critical analysis of debates surrounding promiscuity and children’s clothing.
Superheroes: Symbolism and representation in fantastic fashions.
Halloween: Fashion and the children’s’ imagination.
Baby Boom: Post-war culture and baby fashion.
“Everyone else is doing it so why can’t we?” An Investigation into the effects of fashion advertising on children.
Returning to nature: The use of natural-world emblems and symbols in contemporary fashion.
‘All the colours of the rainbow’: Exploring why colour matters to fashion.
The origin of the motif in children’s fashion.
Chains, T-Shirts, and baggy trousers: The meaning of skateboard culture in children’s fashion.
Alice In Wonderland: The decline of the dress in girl’s fashion.
Fairies and Pixies: Casting a spell on the creative imagination.
Gender neutral clothing for children: Is it necessary?
“Blue is for boys, pink is for girls”: Gender stereotyping in children’s fashion.
Is children’s fashion a reflection of present social values? Studying children’s fashion from the Victorian era to the present day.

These topics look at how sex and the human body are explored in fashion. The image of the body is pivotal to our understanding of the fashion world. This area of research is one of the most popular and contemporary fashion dissertation topics due to the ‘cutting edge’ nature of the topics under discussion. Often involving the complex interplay between perception of self and others, our understanding of image is closely associated with the media. Powerful presentation is vital to the appreciation of the aesthetic image, and the media has had a very important role to play in promoting and shaping body image over the last fifty years. This is a challenging and interesting area to study, and offers the potential to use a wide range of research methods, such as interview and ethnographic research. Below are a list of fashion dissertation topics that explore these issues:

The origins of power dressing.
Gender representation in men and women’s fashions since the Fifties.
Adoration and adornment: A critical analysis of the meaning of body art and piercing in western societies.
The place of fetish wears in contemporary fashion.
Fashion and religion: An inquiry into the debates surrounding acceptable dress.
Hair and makeup: Do we really need it?
Cross-dressing since the Victorians.
Reality and the subversive: The use of mannequins and models since the Sixties.
The importance of presentation: Catwalks, lights and cameras.
Sex, gender and the body in the media.
Power, Status, Ambition: An analysis of what clothing represents.
Exploring the relationship between nudists and fashion.
The habit of a lifetime: Dressing monks and nuns through the ages.
To what extent is contemporary fashion about looking good naked?
Have transgender models influenced popular fashion design?
Plus-size fashion: a reflection of the obesity epidemic.
Gender neutral clothing: here to stay?

Design is an integral area of study in culture and fashion as it is constantly subject to change reflecting current tastes, economic climates and cultural trends. Some designs and materials – such as denim jeans – have a durable marketability, often reflecting retro trends, whereas public service wear – such as flame-retardant clothing for firemen – often has to comply with current developments in technology regarding health and safety. The following list is especially useful for students looking for less abstract, more tangible fashion dissertation topics:

A history of the undergarment.
PVC: uses and connotations.
Fashion and manmade materials.
The wool trade and its contribution to western fashion.
The history and importance of the bodice.
The eras of the mini and maxi skirt.
Public service wear, the influence of health and safety and the growth of gender changing roles.
Materials that matter: an analysis of the changing uses of materials since the 19th Century.
Wool and its uses: from prehistoric times up until today.
The dawn of nylon and what it meant for Fifties fashion.
Is it Fair-trading? Cotton and hemp production and its place in British shops.
Current debates surrounding the morality and popularity of natural fabrics such as leather and cotton.
Just what is it about shoes? An ethnographic study into women’s and men’s love of shoes.
Accessories and their statements. How different materials have affected the styles of accessories.
The fascination of the sari. The material designs and adaptations over the years.
Distressed fashion, torn clothing from 1990’s to the present day, its message.
Horse racing and hats: where’s the fashion?

According to OECD, cultural and creative industries (including fashion) were some of the worst affected by the COVID-19 crisis. It will be important for creative students to evaluate the impacts of COVID, and also consider how the creative industries are likely to evolve in the future. Many industries became more innovative and resilient as a result of COVID, whereas others struggled to keep their heads above water. What is the case for the creative industries?

How did digital innovations support the creative industries during the pandemic?
Return of the museum? A plan for resilience for 2021-2025.
Culture, education, and health: New cross-overs as a result of the COVID pandemic.
The creative recovery of cities and regions post-COVID-19 .
Why were the creative industries so negatively impacted by COVID compared to many other sectors? An in-depth analysis.
COVID-19 and the fast-fashion industry – a wakeup call?
COVID-19 and creativity: The rise of loungewear and activewear.
Exploring fashion students’ attitudes towards career prospects post COVID-19.
Graffiti and protest during the COVID-19 lockdown.

Fashion Dissertation Topics (28 Examples) For Your Academic Research

Mark Dec 25, 2019 Jun 5, 2020 Fashion No Comments

A list of fashion dissertation topics is developed, which outlines the emerging trends and concepts in the field of fashion. Fashion is a routine trend in the style and the aspects of fashion can be both masculine and feminine. Our team of expert writers can help you in writing a dissertation of culture and fashion […]

A list of fashion dissertation topics is developed, which outlines the emerging trends and concepts in the field of fashion. Fashion is a routine trend in the style and the aspects of fashion can be both masculine and feminine. You can select any of the given topics to write your project on fashion topics.

Our team of expert writers can help you in writing a dissertation of culture and fashion from the research topics on fashion. We can help you in exploring the different areas pertaining to clothing, fashion and values.

A list Of fashion dissertation topics

Analysing the fashion trends in the current era and the role of women in it.

Examining the impact of fashion on youth from the celebrity’s life.

Analysing the role of fashion in reshaping the western cultural values.

Examining the evolution in the fashion trends in Eastern countries.

The analysis of the modern fashion of the 21st century represents the political and cultural ideals of the current era.

How has western culture influenced the living standards and preferences of Asian consumers.

Impact of ethnic clothing on fashion trends in the UK.

Exploring the role of fur with respect to clothing.

The evolution of swimwear from early to modern.

To study the use of alternative materials for clothing.

Investigating the needs of clothing of children with disabilities.

Examining the fashion design entrepreneurship focusing on the challenges and opportunities.

The role of fashion police experts shapes the way marketers advertise and promote their clothing to the public.

Investigating the today’s fashion from the lenses of fashion designers of yesteryear.

Fashion and function in the technological era.

Studying the cosplay evolution in the fashion world.

The influence of fashion on everyday life.

Role of economic issues shaping the fashion trends.

Studying the relationship between fashion, culture, and identity.

Can fashion be leveraged to communicate an ideology or characteristics of the personality?

How is fashion considered as a social equalisation tool?

Examining the fashion and modernity in the 21st century by tracing the cultural and social history of fashion.

Investigating the fashion system studying the descriptions of women clothing by reputable fashion writers.

To study the cyclical changes in fashion and its impact on consumerism.

Analysing the negative effects of fashion on the behaviour and attitude of people.

Investigating the views of youngsters towards the continuously changing fashion trends.

How eastern countries are adopting western fashion trends.

The negative effects of fashion on juvenile minds.

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173 Creative Fashion Research Topics: Awesome List Of Ideas

The 21st century has amplified fashion such that even a newborn knows about it. However, the challenge of finding unique fashion topics always baffles both college and university students. That is why some of them end up copying whatever they find online or guess whatever comes to mind.

Do you want to save yourself all this unnecessary drama? Keep reading this exceptional guide.

Fashion Industry: Definition

Now, fashion refers to a form of expression at a given time, place, and culture. You may have heard of the latest smartphones, clothing, or even cars – well, that is part of fashion. It is not only limited to clothes and fine jewelry in the boutiques.

For something to be fashionable, it has to do with either new or dominant clothes, hairstyles, accessories, make-up, footwear, or lifestyle. A lot comes into play when it comes to fashion, and as such, it is always subject to change every time. Now that we have jogged your memory on the definition of fashion, let’s get into how to prepare and write a fashion-related thesis paper or art dissertation .

Getting Started With Your Fashion Research Paper

Before you engage in any undertaking, there is the planning process. That is what we want to cover in this section with regards to acing your fashion paper. Now, I know that thousands of websites guide me in writing a top-level research paper on fashion. However, ours is unique – we provide professional tips from our reliable writing service that you will never find anywhere else.

Stay with me as we start journeying through this together:

First, understand your research question on fashion: This is a critical step that will shape how you will answer the question. Break down the question into bits that will help you understand what your professor wanted from you. Second, dive into the research process: I know most lazy students would not want to hear about this step at all. However, it is also crucial in helping you determine the topic and content that will go into your fashion research paper. Select an appropriate topic: After looking at what others have done and identifying the gaps, pick a topic that best communicates your idea. Remember that the subject should be concise, catchy, and appealing to anyone at first sight. Proceed to write an engaging thesis statement about fashion: This is what drives the direction of your essay, and as such, it should be in-depth. A thesis statement on style should capture what you intend to talk about and set the objective for your paper. Draft informative topic sentences for your body paragraphs: Every topic sentence should marry with your thesis statement. A person reading your topic sentences should relate them to the question you posed in the thesis statement. The right topic sentences will give life to your dissertation on fashion in a fantastic way! Looking for supporting evidence: You should be able to back up your topic sentences with trustworthy examples and illustrations. These can either be statistics or case studies, depending on the fashion topic that you are handling. Find an exciting concluding remark: Never underestimate the power of the conclusion paragraph in any form of writing. It determines what the reader will take home after going through the long and tedious body paragraphs. Therefore, it should be as captivating as possible.

After tackling the preparation and writing part, I know you may be asking, ‘where can I find writing ideas for fashion research papers?’ Well, the answer is one scroll away, my friend:

Fashion magazines and books
News stories on fashion events
TV documentaries
Online fashion stores and blogs
This fantastic article (Did you think that I would leave it out?)

You are as ready as a horse prepared for the battle to crush any fashion assignment with all these. But for now, here are 173 of the most impressive fashion ideas for your inspiration.

Engaging Fashion Research Topics

What your fashion taste says about you and the psychological impact of fashion
How have women’s movements impacted today’s fashion?
What is the correlation between fashion and 20th-century women empowerment?
The brighter side of invisible branding in fashion
Tools used in fashion marketing
Understanding fashion cycles: From trendy to obsolescence
The impact of fashion in movies on the youth
The role of garments in prehistoric ages
The evolution of style from the 20th century
The role of class in promoting a culture
What influence does the military have on culture?
Understanding the fashion industry: A Multi-billion dollar industry
Fashion trends that were influenced by 1980s music.
The role of dressing in subculture identification
Fashion dressing in the golden age of Queen Elizabeth Era: What it meant ad how it defined social status.
Evaluate why women pay a close look at what they wear than men

In-Depth Fashion Topics For Students

What is the net profit and benefit of the fashion industry?
Fashion ideas that originated from the 80s and are still used in the modern society
The role of fashion in pushing for social agendas
Legalizing of Bhang: Is it just fashionable or a necessity?
Evaluate Retro fashion trends in the 21st century
Investigating the ethics of suing flesh and fur in high fashion
The science behind fashion trends
The Psychology of cross-dressing: What is fueling the massive cross-dressing in today’s society
Luxurious and Royal Fashion trends during the Cold War
Discuss how the media impacts what people wear
What is the relationship between art and high-end fashion
How is the LGBTQ community impacting the fashion industry today?
Icon case study: How music has influenced the successful running of Fenny Beauty
How significant is a celebrities influence on fashion trends: A case study of Beyoncé
Luxurious fashion companies and their impact on the general fashion trends
Investigating the influx of designer products in the fashion market: Have they come affordable, or is there a leak in the market?

Best Quality Fashion Topics To Discuss

The impact of fake luxurious products on the high-end fashion industry
Investigating working from home the new fashion lifestyle: What is the cost-benefit analysis of working from home
Examining The recent boom in the wig fashion industry
How big is the trending make-up industry ad what is its impact on the economy
How Celebrity events push fashion trends
How fashion translates the empowerment of the modern woman: A case study of Serena William
How masks evolved from protective gears to fashion statements and the danger in the prevailing Covid’19 pandemic
How fashion influences the psychology of its consumers
The role of style in music in influencing teen fashion taste: A case study of Taylor
Investigating the relationship between fashion and royalty during the Queen Elizabeth era.
Analysis of the development and growth of fashion: A case study of Australia
How Britney Spears pioneered the low rise jean fashion trend
Investigating the hair industry: Who are the leading suppliers of hair in the globe, and who are its consumers
How fashion can alter your look: How to look slimmer or curvier using fashion hacks.
Source of leather for your fashionable belt, shoes, and wallet
A study of the entry of trendy beard products into the hair industry

Excellent Fashion Topics To Write About Today

An analysis of sustainable and ethical fashion brands
The role of innovation and creativity in the running of the fashion industry
A complete guide for buying fashionable high-end textile materials
Understanding the concept of enclothed cognition: The impact your clothing choice has on your mental process
Smart Casual: The latest trendy office fashion
What is the role of fashion accessories in our dressing?
The fashion statement of a handbag in every woman’s life
Ten niches in a fashion that do not exist but should exist
A review of the book Queen of Fashion by Marie Antoinette: How has it influenced style as we know it today?
Investigating the impact of fashion trends in the running of a business
compare and contrast between the European and African fashion
Understanding denim as a fashion trend
How big is the Vlog mass industry, and what is its role in pushing fashion trends
How do age and gender affect what people wear?
Why you should consider the prevailing fashion trends before starting a business
Is Vlog a fashionable wave, or is it here to stay?
The role of Tik-Tok in creating fashion trends and propagating them
Understanding the Androgynous model: A case study of Willy Carter

Good Research Paper Topics-Fashion

How the online industry has changed fashion
Discuss the effects of various professions on what people wear
How successful was the rebranding of Abercrombie and Fintech in 2019
A study of the balance between style and functionality
How do Fashion High-Tea events influence people’s wardrobes?
Strategies to market luxurious fashion brands
How luxury fashion is branded and its importance
Discuss the effect of COVID-19 lockdowns on fashion
The role of style in celebrity branding
The rise of fashion in developing countries
The impact of trends on the psychology of the consumer
Analyzing the relationship between fashion and pop culture
The role of Jane Austen boos in defining fashion in the golden age
Style in the time of Jane Austen
How fashion affects the 21st-century movies and films
Understanding luxurious fashion advertisement
What are the challenges of the fashion industry?
How necessary is liquidity in the fashion industry

Quick Fashion Research Paper Topics

The role of photography in the marketing of fashion brands in today’s world
Marketing strategies of the fashion industry in the 80s
The role of digital print in today’s fashion marketing
The part of the color in fashionable dressing
Understanding fashion and feminist movements
Understanding fashion and Masculinity
How aesthetic is essential in fashion
Investigating colorism in fashion
The role of style in public relations
Investigating the role of class in politics
Did type exist in medieval times?
The importance of Red Carpet events in the fashion industry
Discuss the role of religion in what people wear
Factors that influence change in fashion trends
Global premium fashion brands and how they rose to the top
How fashion in the western world influences the rest of the globe
The relationship between style and symbolism
Investigating sexism in fashion advertisement campaigns

Best Fashion Prompts In 2023

The contribution of fashion to economic growth.
How racism is prevalent in fashion advertising
Traditional textile fashion designs and their reemergence in the 21st century
A study on the earliest American fashion
Effects of fashion on people’s self-esteem and self-worth
Understanding how fashion styles trend
The role of crossover fashion in comedy
Is crossover fashion the next big thing?
The mechanism of the fashion industry: How it works
Characterizing modern fashion dressing
The relationship between cancel culture and fashion
The role of culture in shaping social trends
Discuss the rising culture of fashion among the youth
Why it is essential to consider the style for a wedding ceremony
How the fashion industry has created employment
How different seasons of the year determine what people wear
The impact of covid-19 on our current lifestyle

Custom Fashion Discussion Topics

Did the pandemic have any impact on fashion trends?
Investigating the relationship between fashion, identity, and culture
What is the relationship between fashion and religion?
A list of celebrities considered fashion icons ad their contribution to fashion trends.
The relationship between plastic surgery and pushing fashion brand
Investigating the influence of fashion trends on the mental health of a community
The innovation of Nylon in the fashion industry
Investigating the decline of some fashionable attires. A case study of the tie
The concept of In cooperating fashion designs in school uniforms for expensive schools
Trade fairs in the fashion business
The role of women in the fashion industry
Challenges to expect as an entrepreneur in the fashion industry
Contrasting the use of men vs. women in marketing fashion designs
A guide on building a successful fashion business
The evolution of minimalism in fashion dressing
The necessary skills to learn before starting your fashion business
Top trendy fashion style by entrepreneurs
Relationship between liberalism and fashion
Understanding the influence of feminism on fashion

Top Fashion Marketing Writing Ideas

How are online stores promoting fashion in developed nations?
Emergent fashion trends following the pandemic
Impact of climate on fashion trends
Fashion trends for people with disabilities
A study of the baby clothing fashion industry
Understanding organic VS synthetic fashion trends in the market
Analyzing the direction of adults looking like children
A study in the origin of the motif
A study on the falling popularity of office wear in the workplace
How working at home has impacted the workplace office industry.
Understanding the decline in popularity of leather accessories
Investigating the sustainability of some fashion trends
Investigating the impact of fashion on the environment and its resources
The origin and evolution of beachwear
The understanding manner in the textile industry.
Where did waistcoats originate from in the US?
Checked Vs. plain fashion dressing
The trendy use of unconventional material for dressing: A case study of lady gaga

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List of Best Fashion Dissertation Topics and Examples

Fashion Dissertation Topics: If fashion design is your major in university, you have to come up with some fashion dissertation topics to research about your chosen area of study. Before choosing to do a fashion research title, you must decide first what the focus of your dissertation will be. You can choose to do either […]

Fashion Dissertation Topics : If fashion design is your major in university, you have to come up with some fashion dissertation topics to research about your chosen area of study. Before choosing to do a fashion research title, you must decide first what the focus of your dissertation will be. You can choose to do either research on the history of fashion in your chosen era or a look into the various fashion designs during different time periods.

Check out our related posts:

Fashion Dissertation Writing Help
Graphic Design Dissertation Topics Ideas

Here is the list of Fashion dissertation topics in various popular categories:

Table of Contents

Sustainable Fashion

The impact of sustainable materials on fashion design
Strategies for promoting sustainable fashion practices in the industry.
Consumer perceptions and behaviors towards sustainable fashion
Circular economy initiatives in the fashion industry
Ethical considerations in sustainable fashion production

Fashion Marketing and Branding

The role of social media influencers in fashion marketing
Brand positioning strategies in the luxury fashion segment
Consumer engagement through experiential marketing in fashion
The influence of celebrity endorsements on brand image
The effectiveness of digital marketing campaigns in the fashion industry

Fashion Retailing and Merchandising

The impact of omnichannel retailing on fashion consumption
Visual merchandising techniques for enhancing in-store experiences.
Strategies for optimizing inventory management in fashion retail.
The rise of pop-up stores as a retailing strategy in fashion
Consumer behavior analysis in online fashion retailing

Fashion and Technology

The integration of wearable technology in fashion design
Augmented reality applications in virtual fashion try-on experiences
Artificial intelligence in personalized fashion recommendations
Sustainable innovations in textile technology
Blockchain technology for transparent supply chains in fashion

Fashion History and Culture

Evolution of gender roles in fashion throughout history
The influence of subcultures on mainstream fashion trends
Cultural appropriation versus cultural appreciation in fashion
Fashion and identity expression among marginalized communities
The role of fashion in shaping societal norms and values

Fashion Psychology and Consumer Behavior

The psychology of color in fashion marketing and design
Impulse buying behavior in fashion consumers.
Body image perceptions and their influence on fashion choices
The role of nostalgia in fashion trends and consumer preferences
Fashion consumption as a form of self-expression and identity construction

Fashion and Sustainability

Innovations in sustainable textile production methods
The role of fashion brands in promoting sustainable consumption
Consumer attitudes towards eco-friendly fashion choices
Circular fashion models: challenges and opportunities
Collaborative efforts towards a more sustainable fashion industry

Fashion and Globalization

Cultural exchange and hybridization in global fashion trends
The impact of globalization on traditional craft industries in fashion
Transnational fashion corporations and their influence on local markets
Ethical implications of outsourcing fashion production to developing countries
Cross-cultural perspectives on beauty standards and fashion ideals

Fashion and Politics

Fashion as a form of protest and political expression
The use of fashion diplomacy in international relations
Political activism and sustainability in the fashion industry
Fashion regulations and their socio-political implications
The intersection of fashion, power, and social status

Fashion and Technology Integration

The role of AI and machine learning in predicting fashion trends
Virtual reality fashion shows and their impact on the industry
3D printing in fashion: challenges and opportunities
Smart textiles and their applications in wearable technology
The future of fashion retail: AI-driven personalized shopping experiences

Fashion and Identity

Fashion as a tool for self-expression and identity formation
Cultural appropriation in fashion and its impact on identity politics
Gender fluidity and inclusivity in contemporary fashion design
Subcultures and their influence on individual fashion identities
Fashion’s role in challenging societal norms and stereotypes

Fashion Journalism and Media

The evolution of fashion journalism in the digital age
Ethical considerations in fashion reporting and criticism
The influence of fashion bloggers and influencers on media coverage
Fashion magazines and their portrayal of diverse body types and identities
The role of fashion documentaries in shaping industry narratives

Fashion and Body Image

The impact of fashion industry standards on body image perceptions
Body positivity movements and their influence on fashion advertising
Plus-size fashion: challenges and opportunities in the industry
The portrayal of idealized beauty standards in fashion media
Fashion’s role in promoting diverse representations of beauty.

Fashion and Art

Fashion as wearable art: exploring the intersection of fashion and fine art.
Collaborations between fashion designers and contemporary artists
Fashion photography as a form of artistic expression
The influence of art movements on fashion design and aesthetics
Fashion exhibitions and their role in promoting cultural exchange.

Fashion and Technology Ethics

Ethical considerations in data collection and privacy in fashion tech
The implications of AI bias in fashion algorithms
Sustainable practices in the development and disposal of fashion technology
Ensuring inclusivity and accessibility in technology-driven fashion solutions
Regulation and governance frameworks for ethical use of technology in fashion

Best Fashion Dissertation topics ideas for college students

In doing research on fashion design in the past, you need to find as many facts as possible and compile them into an impressive overview. The same thing goes for your research on the current fashion industry. You need to gather all information about the industry and put them in easily readable fashion topics in the fashion industry dissertation.

Fashion trends further reflect the chains of importance, personal relationships, and social power structures inside networks. Finding some good fashion dissertation topics can be an overwhelming assignment necessarily because it must intrigue your supervisor.

Some examples and ideas of Fashion Dissertation Topics:

The evolution of fashion trends in the 20th and 21st centuries.
The impact of social media on fashion industry marketing strategies.
The role of fashion bloggers and influencers in shaping consumer behavior.
The cultural significance of traditional clothing in non-Western societies.
The ethical considerations of fast fashion and its impact on the environment.
The history of haute couture and its influence on contemporary fashion design.
The influence of street style on high fashion.
The representation of diversity in fashion advertising and media.
The role of gender in the fashion industry and its impact on consumer behavior.
The impact of globalization on the fashion industry.
The sustainability of luxury fashion brands.
The influence of technology on fashion design and production processes.
The impact of cultural appropriation on fashion design.
The representation of body image in the fashion industry.
The role of nostalgia in fashion trends.
Study of fashion: A chronological analysis and study of fashion among men and women since early 1800.
Dresses and style fashion: The dresses and styles followed by nuns and monks over the past decades.
Luxury clothing fashion: Does luxury clothing fashion require effective social-media marketing in today’s world?
New designs fashion: Analysis and evaluation of the history behind the invention of the hat and how it has changed over the eras with new designs.
Cinemas influenced fashion: What cinemas in the past and in today’s world have influenced society in terms of fashion to a large extent?
Fashion brand: Brand image and brand identity of a fashion brand, and how far are they helpful for entrepreneurs in today’s market?
Traditional dressing: Fashion sense and traditional dressing among magicians over the decades.
The influence of music on fashion trends.
The impact of economic recessions on the fashion industry.
The psychology behind consumer fashion choices.
The role of celebrity endorsements in the fashion industry.
The impact of political events on fashion trends.
The influence of nostalgia on fashion trends.
The relationship between fashion and art.
The impact of social movements on fashion trends.
The history of men’s fashion.
The influence of travel on fashion trends.
The impact of the fashion industry on employment and labor practices.
The role of media in shaping fashion trends.
The representation of masculinity in fashion advertising and media.
The impact of online retail on traditional brick-and-mortar fashion stores.
The influence of cultural exchange on fashion trends.
The impact of consumerism on the fashion industry.
The history of women’s fashion.
The role of consumer psychology in fashion branding and marketing.
The impact of consumer behavior on fashion industry innovation.
The role of sustainability in fashion branding and marketing.
The history of children’s fashion.
The influence of nostalgia on vintage fashion trends.
The impact of consumer nostalgia on fashion industry marketing strategies.
The role of storytelling in fashion branding and marketing.
The influence of consumer personality on fashion choices.

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List of Fashion Marketing Dissertation Topics

As you wrap up your undergraduate or graduate studies in fashion marketing, the time has finally come to pick a topic and begin writing a dissertation. While this can be a daunting task, we are here to help make it a little bit easier. In this blog post, we will provide a list of the best fashion marketing dissertation topics for students. We know that choosing a topic can be overwhelming, so we have made it easy by providing a broad range of topics to choose from.

Whether you are interested in fashion branding, social media, retail marketing, or marketing research, we have a topic that will interest you. In addition, if you want help with choosing your dissertation topic or writing your dissertation, you can ask us for dissertation writing services . We will provide the best assistance, and you will be able to write the perfect dissertation. Let’s shift to the blog again.

List of the Best Fashion Marketing Dissertation Topics

So you are a fashion student who is looking for a topic for your dissertation. Well, we have come up with some engaging topics. Here are some ideas you can get started writing your dissertation with:

The Role of Influencers in Fashion Marketing

It is no secret that social media has had a huge impact on the fashion industry. These days, it is all about the influencers. Celebrities have been around for years, of course, but Fashion Week is no longer just about the runway shows. In addition, the real action is happening on Instagram, where bloggers and everyday people can have a major impact on what is hot and what is not.

Therefore, if you are looking for a topic for your fashion marketing dissertation, this is a good place to start. How do influencers influence consumer behavior? What is the consequence of social media on the fashion industry? How does advertising work in the digital age? There are lots of questions to explore in this area.

The Relationship between Brand Image and Consumer Behavior in the Fashion Industry

When it comes to fashion, your brand image is everything. It is what customers see when they think of your company, and it is what influences their purchase decisions. However, what is brand image, exactly? And how does it affect consumer behavior? These are tough questions to answer, but they are essential for any fashion marketing dissertation.

Luckily, we have got a few ideas for you to get started. How about exploring the relationship between brand image and social media? Or looking at how brand image affects impulse buys? There are plenty of interesting topics to choose from, therefore, get creative and see what you can come up with.

The Use of Luxury Fashion Brands as a Status Symbol

Have you ever considered luxury fashion brands as a status symbol? It is no secret that luxury brands carry a certain cachet that other brands just can not match. And for a lot of people, wearing those brands is a way of showing the world that they have made it.

In some cases, people will even go into debt in order to be able to afford luxury brands. Moreover, they see it as an investment, something that will help them look better and feel more confident. Therefore, it is what you can talk about in your dissertation.

The Impact of Digital Marketing on the Fashion Industry

So you are looking for a topic for your fashion marketing dissertation in this digital age. Well, this is the perfect topic to write about. Digital marketing is having a huge impact on the fashion industry, and there are lots of interesting things to explore. How has social media changed the way we view fashion? How do online retailers compete with brick-and-mortar stores? Also, what about the impact of e-commerce on the environment?

There are plenty of questions to answer, and as a student of fashion marketing, you are in a perfect position to explore them. Therefore, get started with your dissertation and see where your research takes you.

The Future of Fashion Marketing

As you are probably well aware, the field of fashion marketing is constantly evolving. What worked a few years ago might not be as effective today, and what is popular right now might not be in a few years.

So it is important to stay ahead of the curve, and that is where your dissertation comes in. As you undertake your research, it is important to think about the future of fashion marketing and what trends might emerge.

Are fashion brands going to start using more digital marketing tools? Or will there be a resurgence of traditional marketing methods? Will social media continue to play a major role in marketing campaigns? These are just a few of the questions you might want to consider as you think about the future of fashion marketing.

Some More Topics

An examination of the role of social media in fashion marketing.
How fashion marketing has changed over the years.
Impact of celebrity endorsement on fashion marketing.
Use of digital marketing tools in fashion marketing.
The role of fashion journalism in fashion marketing.
Effectiveness of print advertising in fashion marketing.
The importance of event management in fashion marketing.
Result of social media marketing on fashion brands.
Position of fashion influencers in fashion marketing.
The outcome of digital marketing strategies in fashion marketing.
Effectiveness of traditional marketing methods in the Fashion industry.
The relationship between fashion brands and retailers.

We have listed down some of the most interesting and latest fashion marketing topics. Therefore, if you are a student who is looking for a topic for your fashion marketing dissertation, then the above-mentioned are some great topics to get you started. So what are you waiting for? Pick your favorite topic and begin writing. Moreover, you can ask us for dissertation writing services if you want any help related to your dissertation. Finished reading the blog? Now start writing your dissertation with the assistance of Dissertation Help London.

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Article Contents

I. introduction, ii. copyright, iii. trade marks, iv. designs, v. enforcement.

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Round-up of fashion-related IP decisions in 2022

Article contents
Figures & tables
Supplementary Data

The Bird & Bird IP Team, Round-up of fashion-related IP decisions in 2022, Journal of Intellectual Property Law & Practice , Volume 18, Issue 3, March 2023, Pages 199–234, https://doi.org/10.1093/jiplp/jpad013

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This contribution is the result of a joint effort of several Bird & Bird IP lawyers in different jurisdictions, who prepared individual country reports. The authors of the country reports are as follows (in alphabetical order by country): Shariqa Mestroni and Lynne Lewis (Australia); Camille Vanpeteghem and Guillaume de Villegas (Belgium); Hank Leung, Abraham Chen, Harry Wong and Venus Lam (China); Vojtěch Chloupek, Denisa Švecová and Kristina Kůdelíková (Czech Republic); Sofia Paksuniemi (Finland); Géraldine Arbant and Pava Vrhovac (France); Maren Wilke, Roman Brtka, Mascha Grundmann, Julia Präger and Harald Frey (Germany); Cristiana Andreotta, Rachele Macor and Francesca Signorini (Italy); Manon Rieger-Jansen and Nina Dorenbosch (The Netherlands); Mateusz Żuk (Poland); Lim Xi Cheryl (Singapore); Victoria Alvarez and Antonio Cueto (Spain) and Christine Danos, Bryony Gold, Ciara Hughes and Alessandra Naia (UK). The reports were collated and edited by (in alphabetical order) Bryony Gold, Manon Rieger-Jansen and Eleonora Rosati.

In 2022, courts and competent authorities in Europe, Australia, China and Singapore delivered a series of important rulings of interest to and affecting the fashion sector. This contribution provides a round-up of the most significant fashion-related intellectual property (IP) judgments issued in the period of 1 January to 31 December, 2022.

The analysis is organized by substantive IP right and enforcement aspects and is organized by country (Australia, Belgium, China, Czech Republic, Finland, France, Germany, Italy, The Netherlands, Poland, Singapore, Spain and the UK).

I. Copyright

Australia: Full Federal Court confirms that Neoprene tote bag is not a work of artistic craftsmanship

Belgium: Copyright protection on photographs of cosmetic products

Germany: Copyright protection of Birkenstock sandals

Italy: No copyright protection for the Longchamp ‘Le Pliage’ bag due to the lack of artistic value

The Netherlands: T-shirt with genuine €500 note not protected by copyright

II. Trade marks

Australia: Hells Angels prevails again in trade mark infringement action against online marketplace Redbubble

Australia: Full Federal Court confirms ‘PROCAT’ deceptively similar to ‘CAT’ trade marks

Belgium: Position mark with verbal elements affixed on a winter jacket

China: Reputation of a high-end shoe designer in neighbouring markets held radiated back to mainland China after two-decade invalidation proceedings

Czech Republic: ROLLER and ROLEX—are they similar?

Finland: In the assessment of goods similarity, parts of clothing held not similar to clothing

France: Partial revocation based on a misleading use of patronymic trade marks

France: Partial cancellation of a trade mark bearing the name of a famous Parisian square

France: Adidas’ failed attempt to defend three-striped trade mark against marketing of two-striped clothing garments

Germany: Distinctiveness of slogans

Germany: The North Face v The Dog Face

Germany: Genericide of ‘FLIP-FLOP’

Germany: Use of lettering on a garment

Italy: High hope for Hermès’ ‘Kelly’ and ‘Birkin’ 3D trade marks

Italy: Protection to K-WAY’s coloured stripes

The Netherlands: The dynamic nature of a trade mark’s reputation

The Netherlands: Infringement of Puma’s Formstrip trade mark family

Poland: Concept of likelihood of confusion in opposition proceedings

Singapore: Use of registered mark on complementary (but not exact) goods insufficient to defend non-use revocation action

Singapore: Bad faith: Swatch AG fails in bad faith allegation against Apple’s application to register trade mark for smartwatch specifications

Spain: Invalidity due to bad faith and infringement due to likelihood of confusion in marks depicting polo player

Spain: Legal relevance of trade mark coexistence agreements

III. Designs

UK: UK-registered designs for hoody and T-shirt invalid due to previous disclosure

UK: Infringement of registered designs in ladies’ knee-high boot

IV. Enforcement

Belgium: Evidentiary seizure ( saisie-contrefaçon ) based on an unregistered community design

Czech Republic: Seller of counterfeits cannot claim that the list of its ‘authorized’ importers is a trade secret

UK: Amazon.com listings found to target UK and EU

Each selected decision is presented in accordance with the following template:

(1) Case reference;

(2) Summary;

(3) Analysis and

(4) Practical and broader significance.

A. Australia

1. full federal court confirms that neoprene tote bag is not a work of artistic craftsmanship.

(1) State of Escape Accessories Pty Limited v Schwartz [2022] FCAFC 63. 20 April 2022. Greenwood, Nicholas and Anderson JJ.

(2) This is the final step in the legal saga which we reported on in our 2020 round-up (The Bird & Bird IP Team, ‘Fashion-related IP decisions round-up 2020’ (2021) 16(6) JIPLP 595, 596–97). The Full Federal Court of Australia dismissed the State of Escape (SOE) Accessories Pty Ltd’s appeal from a decision by a primary judge, affirming that SOE’s tote bag is not a work of artistic craftsmanship and therefore is not entitled to copyright protection.

(3) SOE is an Australian designer and manufacturer of bags. Among the SOE range is their now famous collection of Neoprene tote bags with rope handles (SOE Tote; Fig. 1 ). In 2020, SOE brought several claims, including copyright infringement, against online fashion supplier Chuchka along with its sole director Ms Schwartz for importing and selling ‘copycat’ SOE totes.

Photograph of the SOE Tote bag from judgment.

In the first instance decision ( State of Escape Accessories Pty Limited v Schwartz [2020] FCA 1606), the Federal Court found that the SOE Tote was not a work of artistic craftsmanship within the meaning of the Copyright Act 1968 (CA). Under the CA, copyright can only subsist (and therefore be enforced) in an original work of artistic craftsmanship if copyright protection would otherwise be lost due to the copyright/design overlap provisions under the CA.

The issue on appeal was whether the primary judge erred in finding that the SOE Tote did not constitute a work of artistic craftsmanship. SOE had argued before the primary judge that there were various artistic considerations and design aesthetics that transformed the SOE Tote from a utilitarian article to a work of artistic craftsmanship. While the primary judge agreed that the bag was a work of craftsmanship, with aesthetic and design qualities, it did not meet the threshold required to be a work of artistic craftsmanship. In reaching its decision, the court relied on the well-established legal principles set out in Burge v Swarbrick (2007) 232 CLR 336 and restated the position that the characterization of artistic craftsmanship does not entail an assessment of aesthetic appeal or distinctive quality but rather, the extent to which an article’s artistic expression is unconstrained by functional considerations.

On appeal, SOE argued that while the analysis of the relevant law was not flawed, the primary judge erred in the evaluation of the evidence by placing too much emphasis on the functional aspects of the design. SOE argued that the primary judge had accepted evidence of the designer’s aspirations and intentions, but this was not given weight in deciding the question of artistic craftsmanship. The Full Court held that this evidence was not determinative for that question. SOE also submitted that the primary judge should have given one of the expert’s evidence no or at least little weight on the basis that he did not have ‘extensive experience in bag design’. The Full Court, however, held that the relevant expert’s training and experience did qualify him to give an expert opinion on matters including the functional considerations that inform the design and manufacture of tote bags, and it was open to the primary judge to give that evidence considerable weight. Accordingly, the Full Court found no error in the primary judge’s assessment of the evidence and rejected the appeal.

(4) This case usefully highlights the limitations of the copyright regime vis-à-vis designs, particularly when it comes to consumer products that are functional. It provides a useful guideline on the high threshold for a work to be considered a work of artistic craftsmanship. Manufacturers and designers of such products should familiarize themselves with these limitations and consider whether a design registration should be applied for, particularly given the more favourable provisions under the Australian Design Acts that recently came into effect, eg, which allow for a grace period in which the design can be made public.

1. Copyright protection on photographs of cosmetic products

(1) Supreme Court, Sisley v Newpharma , case no. C.20.0433.F and C.20.0462.F, 3 December, 2021.

(2) In a dispute between luxury cosmetics brand Sisley and online pharmacy Newpharma, the Belgian Supreme Court confirmed that photographs of cosmetic products and text descriptions of these products are protectable by copyright and, hence, cannot be used without the authorization of the copyright owner on a website reselling the relevant cosmetic products.

(3) Sisley is a luxury skincare and make-up brand. It has adopted a selective distribution network to offer cosmetic products for sale on the Belgian market. Online pharmacy Newpharma is not part of this selective distribution network, but, nonetheless, offered Sisley-branded cosmetic products for sale. Sisley relied on claims of both copyright and trade mark infringement to try to stop the resale of these products.

As regards its copyright infringement claims, Sisley successfully claimed that the photographs of its products displayed on its website as well as the text descriptions featured alongside these photographs are protectable by copyright. Sisley convinced the court that the photographer had made deliberate choices in relation to, among other aspects, the lighting and viewpoint, thereby creating photographs that reflected the luxury image of the brand. This was also held to be the case in relation to the text accompanying the photographs. Sisley argued that this text is tailored to the online presentation of the products and is therefore the intellectual creation of its author. The Supreme Court confirmed this position, thus providing Sisley with an opportunity to stop Newpharma using its photographs of and text accompanying its cosmetic products.

However, Sisley unsuccessfully relied on its trade mark rights to stop the resale of its cosmetic products altogether. Sisley claimed that its trade marks rights on the products that were offered online for sale by Newpharma were not exhausted: first, because through the resale, Newpharma would have knowingly participated in a breach of the agreement between Sisley and one of its selected distributors, and second, because Newpharma’s presentation of the products would harm the ‘aura of luxury’ that emanates from Sisley’s products.

Both arguments were dismissed by the Supreme Court. The Supreme Court ruled that Sisley did not have legitimate reasons to oppose the further commercialization of the products: the way in which Newpharma resold these products did not harm the reputation of the trade mark—on the contrary, it was similar to the way Sisley’s selected distributors offer for sale the same products.

(4) This case illustrates that luxury brand owners can stop online resellers outside of exclusive distribution networks from using original photographs and product descriptions. However, relying on trade mark law to stop the further commercialization of the products altogether is much trickier.

1. Copyright protection of Birkenstock sandals

(1) Regional Court of Cologne (Landgericht Köln), case no. 14 O 366/21, decision of 3 March, 2022.

(2) Birkenstock sandals can be protected under copyright law as works of applied art.

(3) Birkenstock is known for its various sandal models. Some of its designs date back to the 1960s. Over the years, Birkenstock has become very successful and as a result, numerous competitor shoe manufacturers have developed similar sandals. Birkenstock has launched various enforcement actions against these competitors. Design protection is no longer available for some of Birkenstock’s most successful models, which have been on the market for many years. Birkenstock has therefore recently begun asserting copyright claims against (alleged) reproductions of its sandal models. In the case before the Regional Court of Cologne, Birkenstock requested a preliminary injunction on the basis of its copyright in its sandals against a large European shoe manufacturer. The court granted this injunction. The opponent filed an opposition against the injunction, which was upheld by the court in the above-mentioned decision.

The court held that the Birkenstock sandals are protectable under copyright law as works of applied art. The court referred to recent case law of the Court of Justice of the European Union (CJEU); Brompton , C-833/18, EU:C:2020:461; Cofemel , C-683/17, EU:C:2019:721) and confirmed that the CJEU has established an autonomous concept of a work, which is to be interpreted and applied uniformly throughout the Union. The court then stated that the EU concept corresponds to the German definition of a work, which requires that the work is the author’s own intellectual creation. Ultimately, this means that the requirements for works of applied art do not differ from those for other types of works, a conclusion that has already been drawn by the German Federal Court of Justice.

Applying this case law, the Cologne court held that originality followed from the combination of different materials and design elements into one piece of work. It was not relevant that some of these design elements were already known and could be found in sandal models of other manufacturers. The combination deviated from other existing sandal models presented by the defendant. The sandal design also went beyond mere functional elements and was not exclusively determined by technical considerations. In fact, other sandal models put forward by the defendant illustrated that there was scope for many different possible designs in the field of sandals, which could be implemented in various forms and thus involved creative decisions.

(4) The decision implements the EU concept of a work at the national level and extends the scope of protection under copyright law to everyday products, if they involve free creative choices. Interestingly, the court also explicitly criticized the CJEU’s decisions on the EU concept of a work for exceeding the scope of interpretation. Ultimately, however, these arguments were not decisive.

The decision shows that the threshold for copyright protection for works of applied art can be relatively low and even apply to rather simplistic designs. Recent decisions on copyright law illustrate that the line among different categories of IP rights is blurred. This raises the question of whether the more limited protection offered by design law is subsequently being overtaken by copyright protection. Particularly, in the case of objects of daily use, the scope for artistic design is more limited. However, every design arguably involves some degree of creative choices. A person who designs products naturally has to work creatively, especially in the fashion industry. If rather simplistic sandals can enjoy copyright protection, arguably many other everyday products such as shoes can also potentially be protected under copyright law. It remains to be seen whether the courts will follow this approach in the future or whether they will ultimately be more reluctant to grant copyright protection. The court’s conclusion on this case is not uncontroversial. Copyright protection for Birkenstock sandals has been rejected by the Regional Court of Hamburg in another case but then later granted again by the Higher Regional Court of Hamburg. Even in the case before the Cologne Regional Court, the defendant filed an appeal. However, in the oral hearing of the appeal proceedings, the Higher Regional Court of Cologne indicated that it would be inclined to reject copyright protection. Birkenstock then withdrew their request for a preliminary injunction so that there was no final decision of the Higher Regional Court of Cologne on the merits. However, even if copyright protection is granted for everyday products, the question remains how broad the scope of such protection should be. It seems less controversial that if the degree of originality is low, the scope of protection should also be more limited. It is then more difficult to establish an infringement, even if copyright protection exists.

1. No copyright protection for the Longchamp ‘Le Pliage’ bag due to the lack of artistic value

(1) Milan Court of First Instance, IP Division, Jean Cassegrain s.a.s. and Longchamp s.a.s. v X , decision No. 10280/2021, 13 December, 2021

(2) In this decision concerning the famous Longchamp’s bag Le Pliage ( Fig. 2 ), the Milan Court of First Instance assessed the copyright status of this design and stated inter alia that the commercial success and originality of this product are not sufficient for the purpose of establishing its artistic value and, therefore, enjoying copyright protection.

Longchamp’s Le Pliage bag (left) and the defendant’s product (right).

E. Legal context and facts

The French fashion house is the holder of a very large number of EU trade marks, including the word mark ‘Le Pliage’ as well as registered and non-registered shape marks protecting the characteristics of the famous bag named ‘ Le Pliage ’, which was created by Philippe Cassegrain in 1993 and has now become a cult bag worldwide ( Fig. 3 ).

The trade mark registrations at issue.

The present case followed the earlier interim proceedings involving the same parties ( Fig. 1 ) that ended with the defendant undertaking inter alia to cease the marketing and promotion of bags reproducing the design of the Le Pliage bag; despite such undertaking, the defendant continued marketing the products in question, thus forcing the plaintiffs to bring proceedings on the merits before the Milan Court of First Instance in 2019 for trade mark and copyright infringement, as well as unfair competition. According to the plaintiffs, the Le Pliage bag Style No. 1623 is characterized by the original combination of the following features:

the trapezoidal shape of the bag;

the slightly circular leather element between the handles of the bag, which covers part of the zipper;

the stitching on the front of the bag, which serves to highlight the contour of its internal pocket;

the tubular handles, which end with circular elements on each side of the bag;

the small leather tabs at the sides of the zipper and

the contrast between the colours and materials (leather and nylon) used.

Such features were protected by EU 3D shape mark Nos 013928528 and 014461958, owned by Jean Cassegrain s.a.s. and licensed to Longchamp s.a.s.

In these proceedings, in addition to enforcing these trade mark registrations, the plaintiffs, among other things, also argued that the design of the bag is protected under Article 2, No. 10, of the Italian Copyright Act (which grants protection to works of industrial designs having per se creative and artistic value).

The Milan Court of First Instance first held that the presumption of validity as per Article 127 of Regulation (EU) 2017/1001 on the European Union trade mark was applicable with respect to the 3D shape marks enforced by the plaintiffs. As for the plaintiffs’ copyright infringement claim, in line with an earlier decision of the same court (decision No. 5443/2017), the Milan judges stated that copyright protection as per Article 2, No. 10, of the Italian Copyright Act was not applicable to the bag at issue ‘given that the actual existence of the artistic value necessary for those forms to enjoy such specific protection does not appear to be identifiable in the present case’. Typically, artistic value can be inferred from a number of objective parameters such as

recognition of aesthetic and artistic qualities by cultural and institutional establishments;

display in exhibitions or museums;

publication in specialized magazines;

awards received;

acquisition of a market value that exceeds that of the functionality of the design and

creation of the design by a well-known artist.

In relation to the present case, despite the unquestionable commercial success of the famous bag, the latter was not eligible for copyright protection as the plaintiffs had failed to provide evidence of any of the aforementioned parameters that could have demonstrated the artistic value of the product.

As regards unfair competition, the court did not grant the plaintiffs’ claims but found the existence of unfair competition by way of slavish imitation given that the comparison between the Le Pliage bag and the defendant’s product clearly demonstrated ‘the entirely faithful reproduction of both the general shape of the plaintiffs’ product and all its details’, even those that ‘while constituting an integral part of the shape of the model of the bag, however, also appear to be elements capable of impressing themselves on the mind of the consumer’.

In light of those mentioned earlier, the Court of Milan ascertained and declared that the defendant was liable of (3D shape) trade mark infringement and enjoined the same against production, marketing, sale, offer for sale and advertising of the infringing products, also ordering their withdrawal from the market and imposing a penalty of EUR 200 for each violation of or non-compliance with the decision, as well as for each day’s delay in enforcement of the measures contained therein.

(3) This decision, on the one hand, confirms the strict approach developed by the Court of Milan for the assessment of the protectability of an industrial design through copyright; on the other hand, it clearly shows that Italian regional courts are still reluctant to apply the principles set forth in CJEU case law ( Cofemel , C-683/2017, EU:C:2019:721) and therefore to abandon the artistic value requirement for copyright protection.

F. The Netherlands

1. t-shirt with genuine €500 note not protected by copyright.

(1) District Court Amsterdam, X v In Gold We Trust , ECLI:NL:RBAMS:2022:290, 28 January, 2022

(2) The idea of clothing incorporating genuine bank notes was found not to be protected under copyright law.

(3) ‘Money rules the world’ may be the plaintiff’s motto, but it did not get him the payout he was hoping for in this case. In 2018, the plaintiff filed a rudimentary drawing of a hat with a €100 bill attached to it with CC Proof, an agency offering registration services. The description included with the ‘registration’ explained that it concerned clothing, bags and hats with real money, such as euros, dollars and pounds.

It turns out that the plaintiff was not the only one with dollar signs in his eyes. Several years later, Dutch clothing brand In Gold We Trust announced a publicity stunt on social media including a raffle of a limited number of branded T-shirts prominently containing a laminated €500 note on the chest ( Fig. 4 ). The promotion was quickly picked up by the plaintiff, who apparently saw this as a grand opportunity to capitalize on his 2018 concept. After filing yet another registration with CC Proof, he started preliminary injunction proceedings based on copyright law, claiming not only an injunction against any further infringement but also a six-figure sum worth of damage.

Instagram post In Gold We Trust (source: ECLI:NL:RBAMS:2022:290).

The court was quick to dismiss all claims. It considered that the works invoked by the plaintiff failed to meet the criteria for copyright protection. First, the court held that, aside from the primitive drawing of a hat with a bank note and the line ‘money rules the world’, the 2018 registration only consisted of the idea of creating clothing and bags with real money. That idea was not sufficiently concrete to allow the allegedly protected work to be precisely and objectively identified, as required by the CJEU in Levola Hengelo (C-310/17, EU:C:2018:899). Second, that idea in any case did not possess the required originality, since other clothing items with genuine bank notes had been sold by third parties for years and the plaintiff’s registration for a T-shirt had even been filed after In Gold We Trust’s social media campaign was launched.

(4) Although Dutch courts offer a broad scope of protection under copyright law, including works of applied art such as clothing, there remains a clear line between mere ideas and a concrete expression of those ideas. This case, furthermore, demonstrates that registration of works with commercial agencies provides no guarantees that the work actually meets the threshold for copyright protection.

1. Hells Angels prevails again in trade mark infringement action against online marketplace Redbubble

(1) Hells Angels Motorcycle Corporation (Australia) Pty Limited v Redbubble Ltd (No 5) [2022] FCA 837. 19 July, 2022. Greenwood J.

(2) The Hells Angels Motorcycle Corporation (HAMC) was successful in enforcing its trade marks against ‘print-on-demand’ marketplace Redbubble for the second time. After successfully suing Redbubble for trade mark infringement in 2019 and receiving nominal damage (AU $5000) ( Hells Angels Motorcycle Corporation (Australia) Pty Ltd v Redbubble Ltd [2019] FCA 355), HAMC reopened the proceedings after conducting keyword searches on the platform and making trap purchases of more infringing items. While Redbubble did take steps to improve moderation of its platform, these measures had largely failed or were insufficient. Damages of over AU $78 000 were awarded despite Redbubble deriving little (if any) financial benefit from sales.

(3) Redbubble is an online ‘print-on-demand’ marketplace that allows artists to submit and upload artwork, which is made available to users of Redbubble’s platform to apply to products including clothing and accessories. Redbubble engages a third-party manufacturer to print the artwork on products before supplying the products to its customers.

In 2019, the Australian Chapter of HAMC (HAMAU), as the exclusive licensee of certain copyright works and trade marks owned by HAMC, brought proceedings against Redbubble for copyright and trade mark infringement. While the court found that HAMC did not own copyright in the relevant works, HAMAU was found to be an authorized user of the trade marks owned by HAMC and was awarded nominal damages for trade mark infringement.

In 2020, HAMAU filed new proceedings against Redbubble alleging the ongoing infringement of certain trade marks that were the subject of the earlier proceedings, those being the trade marks for the words ‘HELLS ANGELS’ and a winged ‘death head’ logo ( Fig. 5 ).

HAMAU’s trade marks.

These proceedings concerned various examples of infringing conduct discovered by HAMAU’s trade mark officer after performing keyword searches on Redbubble to identify and make ‘trap purchases’ of goods bearing the infringing marks. Examples of the infringing artworks are shown in Fig. 6 (obtained from the judgment).

The defendant’s signs.

Despite the matter being already heard and reserved for judgment, the court granted HAMAU leave to reopen its case and include additional examples of infringing conduct as a further basis for relief.

Redbubble led evidence that it proactively moderated uploads for 477 organizations and that 2 million artworks uploaded to the site had been moderated in the past 5 years—including 114 artworks related to the Hells Angels since the 2019 judgment. However, the court found that while improvements had been made to the platform and monitoring process, these were insufficient. First, the court found that the moderating process, which was outsourced and relied on manual suspension for review, allowed items to be returned with incorrect assessments. Second, the moderating process relied on keyword searches instead of image scans. While Redbubble gave evidence that it was beta testing an image scanning software package used to detect potential infringement in real time, that system had not yet been adopted. The court found that the improvements were not effective and had largely failed to protect HMAC’s rights and ordered Redbubble to pay $78 250 in damages (including $70 000 in additional damages).

(4) This decision is significant for online marketplaces/hosting platforms promoting and selling third-party content. Such businesses should be aware that even if potentially infringing material is uploaded by third parties, the hosting website may still be found to have authorized trade mark or copyright infringement. As was the case in Redbubble, whether a business is found to have sufficient control over the chain of supply of the infringing goods will be a deciding factor when considering whether trade mark infringement was authorized. The decision highlights that businesses must be proactive in moderation and have sufficient processes in place to detect and promptly remove infringing material. In this case, one example given was assigning someone on a regular basis (eg once each fortnight or month) to examine content. Furthermore, if subsequent infringements occur, a court may award significant additional damages.

2. Full Federal Court confirms ‘PROCAT’ deceptively similar to ‘CAT’ trade marks

(1) Puma SE v Caterpillar Inc [2022] FCAFC 153. 9 September, 2022. Nicholas, Rofe, McElwaine JJ.

(2) The Full Federal Court of Australia dismissed Puma SE’s (Puma) application seeking to appeal a decision by a primary judge’s finding that PROCAT is deceptively similar to Caterpillar Inc’s (Caterpillar) CAT marks. Puma could not demonstrate that the primary judge made an appealable error, ie did not correctly identify the relevant legal principles, apply all the facts, overlook relevant matters or consider an irrelevant matter.

(3) Puma is a well-known global sportswear company headquartered in Germany, which commenced retailing footwear in Australia in 1957 and subsequently apparel. Historically, Puma’s business focused on athletic and sports footwear, apparel and accessories, but over time, the company has moved into the casual fashion and lifestyle space.

The primary judge found that the PROCAT Mark was deceptively similar to the CAT Marks and that there was a real and not remote risk that when used in connection with clothing, footwear and accessories, the use of the word ‘CAT’ in the ‘PROCAT’ mark would convey to consumers that the PROCAT-branded goods endorsed or were otherwise associated with Caterpillar. Accordingly, the primary judge set aside the Trade Mark Office decision and refused Puma’s trade mark application.

Puma applied for leave to appeal, and the Full Court heard the application for leave and the appeal together.

One of Puma’s arguments was that the primary judge had erred in finding that the PROCAT Mark was deceptively similar to the CAT marks. Puma submitted that the PROCAT fancy mark is an invented word, which is limited to a particular form, case and spacing, and in this regard, the primary judge should have limited the mark to its fancy form when making a decision concerning deceptive similarity.

In dismissing the appeal, the Full Court found the primary judge’s assessment left open the conclusion that even if some consumers are familiar with Puma and its ‘leaping cat device’, they may, nonetheless, be led to question whether a commercial association exists between the two brands. As emphasized by the Full Court, the concern is the impression of the PROCAT Mark upon hypothetical consumers in general. The Full Court also endorsed the primary judge’s consideration of how the PROCAT Mark had been used in the USA and Canada, taking into account differences in shading, colours and fonts, which was held not to be beyond normal and fair use of the mark.

Furthermore, the Full Court found that the differences in case and font alleged by Puma did not undermine the primary judge’s finding of deceptive similarity. While reasonable minds may differ on the conclusion of the hypothetical inquiry, the Full Court was not satisfied that the primary judge erred in his assessment of fact or law.

(4) This decision reaffirms the position that the addition of a prefix such as ‘PRO’ may not be enough to distinguish a proposed trade mark from a pre-existing registration. By the same token, the adoption of a particular style, form or use of colours and shades may not always be enough to alter the identity of a trade mark to sufficiently distinguish it from another.

1. Position mark with verbal elements affixed on a winter jacket

(1) Court of Appeal Brussels, Kano International v VF International & Carrefour Belgium, case no. 2020/AR/1602, 3 December, 2021

Court of Appeal of Brussels, VF International v S.A. La Redoute and La Boutique Officielle.com SAS , case no. 2021/AR/384 & 2021/AR/385, 9 June 2022

(2) VF International (VF), which markets so-called ‘Skidoo’ winter jackets under the trade mark NAPAPIJRI, sought to enforce its rights against alleged copycats of its Skidoo winter jackets in two separate proceedings before the Brussels Court of Appeal: the proceedings based on its position mark with verbal elements were successful, whereas the proceedings based on copyright for the design of the Skidoo winter jacket were unsuccessful.

(3) (i) Court of Appeal case of 3 December, 2021 (Trade marks)

The Court of Appeal confirmed the first instance decision of the Brussels Commercial Court regarding the infringement of a position mark containing verbal and graphical elements.

In a nutshell, the Brussels Commercial Court ruled that VF, owner of the semi-figurative trade mark NAPAPIJRI and the position mark depicted in Fig. 7 , could successfully rely on these trade marks in legal proceedings against the retail chain Carrefour Belgium (‘Carrefour’) and the manufacturer Kano International (‘Kano’) following the sale of a winter jacket featuring a logo positioned centrally on the front of the jacket and containing the word NORTHVALLEY.

VF’s semi-figurative and position trade mark (left) and Kano’s (and Carrefour’s) disputed winter jacket (right).

The Brussels Court of Appeal has now confirmed this first instance decision, which held that there are visual similarities among the conflicting signs, including (i) the identical rectangular shape of the logo, (ii) the same black and white colour contrast, (iii) the same arrangement of the letters with a black/white opposition marking a median break dividing the letters and the rectangle into two equal parts and (iv) the same position of the logo on the torso of a winter jacket.

(3) (ii) Court of Appeal case of 9 June 2022 (Copyright)

In a different case before the Brussels Court of Appeal, VF also initiated legal proceedings against the retail chains S.A. La Redoute Catalogue Benelux (‘La Redoute’) and La Boutique Officielle.com SAS (‘La Boutique Officielle’) following the sale of a winter jacket that is identical to its own ‘Skidoo’ model and also featured a logo positioned centrally on the front of the jacket and containing the word element GEOGRAPHICAL & NORWAY ( Fig. 8 ).

VF’s ‘Skidoo’ jacket (left) and La Redoute’s and La Boutique Officielle’s disputed jacket (right).

This time VF claimed copyright protection for its ‘Skidoo’ jacket and asserted that the combination of all the visual elements of its Skidoo model is the expression of free and creative choices made by its author. VF, however, acknowledged that, without the contrasting horizontal rectangular stripe/logo and/or the Norwegian flag, the jacket model is part of the public domain, as jackets with a kangaroo pocket have been around for a very long time.

The Brussels Court of Appeal did not follow VF’s reasoning and stated that the contrasting horizontal rectangular stripe/logo and/or the Norwegian flag, even combined with the other elements of the jacket, do not reflect the author’s free and creative choices, ie, an intellectual creation of its author. Therefore, the mere reproduction of those two elements did not constitute an infringement of VF’s copyright.

In the present case, the Brussels Court of Appeal considered that the horizontal rectangular stripe/logo and/or the Norwegian flag are presented in the Skidoo model in a different manner from that in the allegedly infringing jackets. The Brussels Court of Appeal highlighted in particular the following differences between both models:

The horizontal rectangular stripe/logo has a dark background in the Skidoo model, on which a dual-coloured inscription, divided by a horizontal line, is affixed, whereas in the disputed jackets, the stripe is framed by a black border with a white background, on which black letters are affixed;

The proportion of the rectangle formed by the Norwegian flag is smaller than the horizontal stripe in the Skidoo model, whereas in the disputed jacket, the proportions of the flag and the horizontal band are more similar;

The colours of the flag are navy blue and bordeaux in the Skidoo model, whereas the flag in the disputed jackets is black and red.

On the basis of this comparison, the Brussels Court of Appeal concluded that the disputed jackets did not infringe VF’s Skidoo jacket model: the jackets do not reproduce the visual elements in similar proportions identified by VF in its Skidoo model.

(4) It follows from the Brussels Court of Appeal case of 3 December, 2021, that the scope of protection of a position mark containing verbal and graphical elements extends to the specific way those elements are placed on or affixed to the product. By adding a word with graphical elements to the position mark, the trade mark holder can strengthen its legal position if a similar sign is reproduced on the disputed goods and thereby protect its trade dress through a trade mark registration.

The Brussels Court of Appeal case of 9 June, 2022, illustrates, however, the challenges right holders face when invoking copyright protection on clothing. VF sought to support its claim by invoking copyright protection on the specific model of its Skidoo winter jackets and, in particular, the characteristics of the horizontal rectangular stripe/logo and the Norwegian flag. The Brussels Court of Appeal did, however, not consider that these elements were eligible for copyright protection and, in any event, that the disputed jackets did not reproduce the allegedly original elements identified by VF in a similar fashion.

1. Reputation of a high-end shoe designer in neighbouring markets held radiated back to mainland China after two-decade invalidation proceedings

(1) The Supreme People’s Court of the People’s Republic of China, Manolo Blahnik v. Fang Yuzhou (2021) Zui Gao Fa Xing Zai No. 75, 24 June, 2022

(2) After two decades of invalidation proceedings, high-end shoe designer Manolo Blahnik obtained a favourable finding that an unrelated third party’s registration of Blahnik’s full name infringed on Blahnik’s prior rights in his name and that Blahnik’s reputation in geographically adjacent markets ‘radiated’ across the border to mainland China.

(3) In 1999, a Yuzhou Fang applied for the registration of ‘MANOLO BLAHNIK’ and its Chinese transliteration under Class 25 on shoes and related goods (the Disputed Mark).

In 2014, Blahnik filed an invalidation against the Disputed Mark. In support of his request for invalidation, Blahnik provided translation of evidence that was not in Chinese language and submitted some new evidence. In addition to reasserting the claims of infringement of a well-known trade mark and infringement of prior right in Blahnik’s name, Blahnik also raised new grounds such as registration by deceptive or illegitimate means and registration contrary to public interest. The invalidation request was dismissed, partly because Blahnik’s reassertions of infringement of a well-known trade mark and trade mark squatting were contrary to the doctrine of ‘一事不再理’ (ie the same matter will not be tried again, the Chinese equivalent of res judicata or ne bis in idem ). Blahnik’s further attempts at the subsequent first and second instances of court appeals also failed in 2019.

In 2020, Blahnik applied for a retrial before the Supreme People’s Court of the People’s Republic of China (SPC). The SPC ultimately decided in favour of Blahnik, which marked the successful closure of Blahnik’s 22-year fight. Key findings of the SPC centred on the following two issues:

Whether Blahnik had a right to lodge invalidation against the disputed mark.

According to relevant China laws, if a trade mark case has been concluded in opposition review/invalidation as well as in the subsequent court proceedings, a new request of invalidation against the mark cannot be filed based on the same facts.

Interestingly, at the invalidation stage, the examiners decided that Blahnik had indeed established new grounds by providing translations of evidence not in Chinese language, which were not submitted during previous opposition review. Thus, Blahnik had the right to file the request for invalidation. However, the court in the first and second instances of appeal proceedings did not agree with the examiners’ view on this issue.

At the retrial stage, Blahnik filed and highlighted new evidence produced after the previous opposition review (such as media reports, official decisions supporting his right of name and the other party’s bad faith). The SPC found that these materials were able to establish new facts and decided that Blahnik had the right to file the invalidation.

Whether the Disputed Mark infringed Blahnik’s prior rights in his name.

The SPC ultimately held that there was infringement based on the following:

Blahnik’s name had gained its fame over the world including Hong Kong. Although Blahnik did not operate its business in mainland China, from 1973 to 1999, in Hong Kong, there had been at least 50 newspaper articles reporting on the shoes of the Manolo Blahnik brand or the opening of exclusive brand stores in the city. The fame and reputation attached to Blahnik’s name in Hong Kong were deemed to have radiated across the border to mainland China. Furthermore, Blahnik’s name had been copied and imitated many times by other trade mark squatters in China. This could also be used to prove that Blahnik’s name had been well-known in China’s market.

The Disputed Mark covered Blahnik’s full name. Its designated goods were also identical and closely related to the shoes business for which Blahnik’s name was famous and in relation to which it operated.

The Disputed Mark was regarded as having been registered in bad faith, which was mainly based on following facts:

Fang started selling shoes in 1989 in cities such as Guangzhou and Shenzhen, which were located closely to Hong Kong, where Blahnik had been operating its fashion business directly under his name. Fang, being a fellow practitioner in shoe selling, should have known about Blahnik and his name before filing for the Disputed Mark.

Blahnik’s name is not a common English name. Its first name ‘MANOLO’ is a Spanish name, and its family name ‘BLAHNIK’ is in Czech. It is unlikely that use of the Disputed Mark, which contained Blahnik’s full name, was purely a matter of coincidence.

There was evidence showing that the Fang had also infringed the IP rights of other famous shoe brands.

(4) Unfamiliar with the ‘first-to-file, first-to-register’ system in China, trade mark practitioners across the world are understandably perplexed when they learn that high-end fashion brands like Manolo Blahnik lost their trade mark claims against a trade mark squatter who took advantage of this practice by registering a foreign brand name in advance. Key takeaways from this case are as follows:

In mainland China, where bad faith trade mark squatting is active, the importance of defensive registration of trade marks is underscored by the rigidity of the ‘first-to-file’ practice. Compared to the costs incurred in decades of legal proceedings, registration at an early stage is considered a much more cost-effective addition to foreign brands’ brand protection toolkit.

In proving the reputation in mainland China, rightholders should note the importance of their presence in neighbouring markets, including but not limited to Korea, Japan, Hong Kong, Taiwan and Macau. Any evidence on market share and reputation in those markets may also be relevant to prove the same in mainland China.

In addition, this case also echoes the landmark SPC verdict in the Jordan case in 2020 ((2018) Zui Gao Fa Xing Zai No. 32), where the name of Michael Jordan (the famous US basketball star) was also protected against bad faith trade mark registration by a Chinese sportswear company. Based on the present case and the ‘Jordan’ ruling, a person’s name will likely be protected if the following criteria are met:

the name has gained fame in China and is well recognized by the public;

a connection has been established between the name and the person;

the goods under the infringer’s mark are identical to/closely related to those for which the name is famous and

the infringer acted in bad faith.

D. Czech Republic

1. roller and rolex—are they similar.

(1) Municipal Court in Prague, ROLLER GmbH & Co. KG v. The Industrial Property Office and MANUFACTURE DES MONTRES ROLEX S.A. , case no. 8 A 216/2016, 22 March, 2022

(2) When assessing likelihood of confusion among signs, it is necessary to base the assessment on the goods and services for which they are registered, not on the goods and services for which they are actually used.

The Municipal Court in Prague first ruled that there was no risk of confusion between the signs ‘ROLLER’ and ‘ROLEX’ because the Rolex brand is well-known among consumers and the average consumer does not confuse luxury watches of this brand with discount shops with a wide range of goods marked with the trade mark ‘ROLLER’. However, the Supreme Administrative Court disagreed with those conclusions and annulled the judgment.

Subsequently, the Municipal Court in Prague had to rule again, complying with the decision of the Supreme Administrative Court. This time, the court held that because jewellery products are typically purchased on an occasional basis, a higher level of attention cannot be expected from consumers. In assessing similarity among signs, it is necessary to take into account the perspective of the average consumer. The court further held that, when comparing goods and services, it is necessary to rely on the wording in the relevant lists of goods and services. The actual or intended use of the goods or services is not relevant to the assessment of the likelihood of confusion. In other words, it is irrelevant that the mark ‘ROLEX’ is in practice used only for the sale of luxury watches (and thus certainly not for everyday products) and that the intended use of the mark ‘ROLLER’ was to designate discount shops in connection with the sale of a wide range of goods.

The Municipal Court summarized that a likelihood of confusion exists among the trade marks and upheld the refusal of protection for the trade mark ‘ROLLER’. It added that the fact that the disputed mark was simply a graphic representation of the applicant’s business name was irrelevant in assessing the similarity of the marks.

(3) When assessing the likelihood of confusion among signs, it is necessary to base the assessment on how the trade marks are registered and not on how they are or will actually be used. It is also relevant to argue that, although the trade mark ‘ROLEX’ protects luxury watches intended for a small segment of consumers, it is registered, in general, for jewellery products that are intended for the general public who buy such products occasionally and therefore cannot be expected to pay more attention to them.

1. In the assessment of goods similarity, parts of clothing held not similar to clothing

(1) The Market Court, Scavanti AB v Finnish Patent and Registration Office, MAO H237/2022, 29 August, 2022

(2) Clothing and certain parts of clothing and footwear were considered dissimilar in the comparison of the similarity of goods.

(3) Scavanti AB (Scavanti) is the holder of international registration number 1462958 GULLIVER (word) registered in class 25 for clothing and footwear. Finland was designated in the application for international registration and was thus examined by the Finnish Patent and Registration Office (FPRO). FPRO gave a decision on 2 November, 2021, that there is a likelihood of confusion with earlier international registration number 1209711 Gulliver (figurative) ( Fig. 9 ). This earlier international registration was accepted in EU on 18 May, 2015, and the holder is Zakrytoe akcionernoe obshhestvo Kholdingovaya kompaniya ‘Absolut’ (Absolut).

International registration number 1209711.

In 2020, Scavanti submitted an application for invalidity to the European Union Intellectual Property Office (EUIPO) against the abovementioned Absolut’s EU designation of the earlier international registration. The application was made based on Scavanti’s earlier rights, ie, an earlier Swedish national trade mark registration in class 25 for ‘manufacturing and selling of clothing and footwear’. The EUIPO Cancellation Division gave a decision No. 40 341 C on 10 September, 2020, where it deemed that some of the registered goods were similar, and the cancellation was partly successful. The goods that remained valid, special parts, components or fittings, were considered dissimilar with Scavanti’s registered goods. The remaining goods were considered targeted at industry and professional consumers, whereas Scavanti’s goods are final products targeted at the general public.

In proceedings before FPRO and the Finnish Market Court, Scavanti referred to this earlier EUIPO Cancellation Division’s decision where the remaining goods of the earlier registration still in force in class 25 were held dissimilar to Scavanti’s registered goods. These remaining goods included the following: ‘shirt yokes; boot uppers; heels; hat frames [skeletons]; pockets for clothing; collar protectors; cap peaks; heelpieces for footwear; shirt fronts; ready-made linings [parts of clothing]; dress shields; soles for footwear; non-slipping devices for footwear; heelpieces for stockings; welts for footwear; tips for footwear’.

FPRO considered these goods similar to ‘clothing and footwear’ that were covered by Scavanti’s registration. FPRO stated in their decision that decisions by EUIPO Cancellation Division are not binding on FPRO, and it referred to earlier Market Court practice (MAO 11/21), where footwear and clothing and the parts thereof like pockets or heels were considered to be identical or similar.

After the contested FPRO decision, Scavanti received consent from Absolut to register the mark for footwear. Thus, the question remaining was if ‘clothing’ in class 25 was similar to the goods in relation to which the earlier international registration Gulliver (figurative) was registered in class 25.

The Market Court divided the earlier registered goods into parts of footwear, parts of headgear and parts of clothing. Heels, soles, tips and welts for footwear were considered to be parts of footwear. These and parts of headgear, such as cap peaks, are used to produce, repair or alter footwear or headgear, and thus, they do not have the same purpose as clothing. ‘Non-slipping devices for footwear’ were considered to be a part of or an accessory for footwear. The Market Court stated that these are not supplementary to clothing and the goods being compared have different distribution channels and origins. The goods were therefore considered dissimilar.

Second, the earlier international registration covered parts of clothing, namely, shirt yokes, pockets for clothing, shirt fronts, ready-made linings [parts of clothing] and heelpieces for stockings. The Market Court stated that these were designed to be used in the professional manufacturing of clothing. Their purpose is not similar to clothing even though it was acknowledged that some consumers that are interested in handicraft might also acquire these kinds of goods.

Lastly, ‘collar protectors’ and ‘dress shields’ were considered to be protective items being distinct and obtained separately from ‘clothing’. The goods being compared are of a different nature, and they have different purposes. Both goods might be sold in the same large retail store but not side-by-side.

Overall, the Market Court decided that the goods being compared were not similar, and thus, there was no likelihood of confusion. The application was referred back to FPRO in order to register the mark in Finland.

(4) This case demonstrates that the assessment of similarity of the goods is done case-by-case. In this instance, parts and components of clothing like pockets were not considered similar to clothing. Emphasis was given to the purpose for which the items were used, eg, in the case of ‘pockets’, for the professional manufacturing of clothes. FPRO had in its decision especially stated that the decisions of the EUIPO Cancellation Division were not binding. The Finnish Market Court did not address this question, but the judgment was in line with the EUIPO Cancellation Division’s decision when assessing the similarity of goods.

1. Partial revocation based on a misleading use of patronymic trade marks

(1) Paris Court of Appeal, 5, 1, 12 October, 2022, no. 20/11628 ( PMJC SAS v. JC de Castelbajac )

(2) The Paris Court of Appeal revoked two patronymic trade marks (bearing the designer’s name) for women’s clothing and cosmetics, on the grounds that their use by the assigned owner had become misleading.

(3) In 2012, the company PMJC, in charge of liquidating the company JEAN-CHARLES DE CASTELBAJAC, acquired its intangible assets, which included trade marks ‘JC DE CASTELBAJAC’ and ‘JEAN-CHARLES DE CASTELBAJAC’. Between 2011 and 2015, Jean-Charles de Castelbajac signed a contract with PMJC, whereby the French designer was entrusted with the overall artistic direction of PMJC’s activities and fashion garments. However, a couple of years later, the designer set up a new company and continued to pursue artistic activities. Deeming that such venture under the Castelbajac name constituted a competing activity, PMJC decided to initiate proceedings against the designer on the grounds of trade mark infringement and unfair competition.

As a counterclaim, Jean-Charles de Castelbajac argued that PMJC was using the two patronymic trade marks assigned earlier in a way that led consumers to erroneously believe that the items PMJC had acquired under said trade marks were designed under his artistic direction. In particular, the defendant requested the revocation of the trade marks on the basis of Article L. 714–6 (b) of the French Intellectual Property Code (IPC), according to which the rights of a trade mark owner may be revoked if the trade mark has become misleading as result of the owner’s use, in particular, as to the nature, quality or geographic origin of the good/service.

In its decision dated 26 June, 2020, the Paris Court of First Instance dismissed PMJC’s claims for unfair competition and also rejected the designer’s counterclaim for revocation. Unsatisfied by such outcome, PMJC filed an appeal.

The Paris Court of Appeal sided with the designer, deeming the trade marks to be misleading. Referring to the reasoning of the CJEU in Elizabeth Emanuel (C-259/04, EU:C:2006:215) according to which a trade mark corresponding to the name of the designer and first manufacturer of the goods bearing that mark is not, by reason of that particular feature alone, liable to revocation on the ground that that mark would mislead the public, the appeal judges nevertheless considered that this would not prevent a trade mark from being revoked in the event that its owner used it in a misleading way.

Among the elements which the court recognized as constituting a misleading use by the trade mark owner was the fact that PMJC had failed to act sufficiently quickly to prevent the litigious use, and thus, the resulting confusion, and in doing so, misled the public by giving the impression that the designer was still working for the company, in particular, through a promotional campaign centred around the designer’s birthday. As a result, the court partially revoked the two disputed patronymic trade marks, mainly for cosmetics, clothing and certain fashion-related services, insisting on the fact that trade marks must remain loyal tools for informing consumers.

(4) Widely used in the fashion industry, owners of patronymic trade marks must be vigilant in the exploitation of such trade marks. Most notably, they should avoid misleading consumers by giving the impression of an ongoing link with the bearer of the trademarked name/surname. The present decision may be the subject of an appeal to the French Supreme Court (no further information as of the date of this article is available), particularly due to the fact that the parties are mutually involved in a lot of ongoing judicial proceedings. A decision of the Supreme Court would be highly welcomed as it may clarify the legal regime of Article L. 714–6 of the IPC, for which limited case law is available.

2. Partial cancellation of a trade mark bearing the name of a famous Parisian square

(1) National Institute for Industrial Property, 1 July, 2022, Ref. NL21-0116 ( Van Cleef & Arpels, Cartier International AG v. Louis Vuitton Malletier SAS )

(2) The French National Institute for Industrial Property (INPI), cancelled a trade mark registration held by Louis Vuitton for ‘VENDÔME’ in relation to class 14 goods (jewellery and watches), on the grounds that it lacked distinctive character due to the immediately perceptible association with the Place Vendôme and thereby the likely evocation of positive feelings in consumers.

(3) In 2012, the municipality of Vendôme registered a trade mark over its name designating several classes, which it later partially assigned to Louis Vuitton, specifically for classes 14 and 18. On 3 June, 2021, Van Cleef & Arpels and Cartier, filed a petition for cancellation of the ‘VENDÔME’ registration No. 19/4515840 owned by Louis Vuitton with respect to class 14 (jewelry and watches), alleging lack of distinctiveness and the filing in bad faith. In a nutshell, the applicants claimed that the use of the term ‘Vendôme’ would be understood as a reference to Place Vendôme in Paris (home to the Ritz hotel and an array of upscale stores) and that the filing was therefore an attempt to monopolize the reputed name.

In its defense, Louis Vuitton argued among other things that the intention of the Vendôme municipality at the time of registration was perfectly legitimate and in accordance with fair practices in industrial and commercial matters, emphasizing that many trade marks registered by municipalities bear their own names.

The INPI sided with the applicants and cancelled Louis Vuitton’s registration ‘VENDÔME’ for jewelry and watches, holding that the term lacked the necessary distinctiveness to function as a trade mark. More specifically, the INPI held that the registration would be immediately perceived by the relevant audience as a selling point capable of influencing the preferences of consumers likely to attach positive qualities to the products, rather than being associated with the offerings of the brand. In other words, the registered sign would fail to fulfil the essential function of a trade mark, which is to guarantee the identity and distinguish the goods/services of one seller from those of another and to indicate the source of those goods/services.

It is worth noting that the INPI’s cancellation does not impact Louis Vuitton’s registration of the same mark for use on leather bags in class 18, nor does the outcome impact the registrations for the ‘VENDÔME’ trade mark registered by the brand in other territories, including the USA, Singapore and New Zealand. It should also be noted that on the same day, the INPI also cancelled the ‘VENDÔME’ trade mark refiled in 2019 by the Vendôme municipality for the same reasons.

(4) The INPI’s decision demonstrates that Vendôme—and potentially, other location names as well— cannot be monopolized for goods/services, including high-end jewelry and watches. Both INPI decisions may be appealed (no further information is available as of the date of this article).

3. Adidas’ failed attempt to defend three-striped trade mark against marketing of two-striped clothing garments

(1) Paris Court of Appeal, 5, 1, 2 November, 2022, no. 21/01480 ( Adidas & Adidas France v. Isabel Marant ) and no. 20/18680 ( Adidas & Adidas France v. Sandro )

(2) In two decisions, the Paris Court of Appeal ruled out any infringement of Adidas’ three-striped trade mark by ready-to-wear companies marketing garments featuring two parallel stripes along their sleeves or legs.

(3) Adidas, the holder of a trade mark consisting of three parallel stripes of the same size and width, initiated trade mark infringement proceedings against two fashion companies—Isabel Marant (held by IM Production) and Sandro (one of the companies of the SMCP group)—after discovering the marketing of tracksuits and pants for the former and pants for the latter, all featuring two parallel stripes ( Fig. 10 ).

The three-striped trade mark registered by Adidas and the two-striped pants marketed by Sandro.

In both cases, the Paris Court of First Instance dismissed the plaintiff’s claims with regard to trade mark infringement, but, nevertheless, ruled that the sale of the disputed fashion articles by Isabel Marant had infringed the well-known three-striped Adidas trade mark, thereby ordering the recall of the items.

On appeal, the Court of Appeal sided with both defendants, this time on all counts. In both instances, it dismissed the claim of trade mark infringement by imitation, reasoning that the signs at issue differ in the number of stripes (three, as per the registration v two, featured on the disputed fashion garments), as well as their width. Such differences in the number, width and spacing of the stripes led the court to conclude that a significantly different visual impression existed among the signs, notwithstanding the distinctiveness and high recognition of the Adidas trade marks. Moreover, the judges excluded any likelihood of confusion by emphasizing the differences in the marketing conditions of the disputed products, the fashion garments of the defendants bearing other visual elements and enjoying a genuine reputation in the ready-to-wear clothing sector.

Even though both courts recognized the reputation from which the Adidas signs benefit, they denied the plaintiff’s claim of infringement of a well-known trade mark. More specifically, as per the judges, there was no taking of undue advantage of the repute of the three-striped trade mark since the choice to feature two stripes on the side of fashion garments was purely done for decorative purposes and was not meant to allude to jogging pants in the sports sector but followed the general fashion trend of adding parallel stripes on fashion garments.

(4) These two court decisions confirm previous rulings against the German brand and the increasing difficulty it had faced in bringing infringement actions against fashion brands offering garments with two parallel stripes along their sleeves or legs. Within this context, it should be recalled that Adidas recently (unsuccessfully) attempted to expand its three-striped trade mark in the EU after the General Court of the European Union ( adidas , T-307/17, EU:T:2019:427) ruled that it was not distinctive enough, deeming the sign ‘extremely simple’.

1. Distinctiveness of slogans

(1) German Federal Patent Court (BPatG), case no. 29 W (pat) 570/19, 12 January 2022—MAKE MONDAY SUNDAY

(2) Slogans such as ‘MAKE MONDAY SUNDAY’ may be considered to be non-distinctive for goods in class 25 and therefore cannot be registered as trade marks.

(3) The German Patent and Trademark Office rejected the application to register the word mark ‘MAKE MONDAY SUNDAY’ for ‘clothing for women, men and children’ on the grounds that the word sequence would lack distinctiveness under Sec. 8 II No. 1 German Trademark Act (MarkenG). The applicant appealed the decision. The appeal was dismissed by the BPatG.

In its decision, the BPatG concluded that the slogan was not distinctive with regard to goods in class 25. The test for distinctiveness is not stricter when it comes to slogans than it is with regard to other word marks. The slogan must meet the basic requirement that the public will perceive the slogan as an indication of origin, ie as a means to distinguish a product from the one undertaking from that of another, rather than as a mere laudatory statement. In the case of ‘MAKE MONDAY SUNDAY’, this requirement was not met. The slogan is not open for interpretation and focuses on the advertising message that the clothes are comfortable just as ‘Sunday clothes’. The use of capital letters is only capable of highlighting this message and is not uncommon in advertising. The conclusion is not altered when considering different probable uses of the sign. The slogan may be used as an eye-catching print on the front or back of the product; however, it can also be present on the sewn-in label inside of an item of clothing. The court concluded that—even when the slogan is used inside the garment—the public will not automatically perceive the sign as an indication of commercial origin of the respective goods. In the case of ‘MAKE MONDAY SUNDAY’, the advertising character of the slogan will still be the public’s main perception.

(4) This decision is the latest of a series concerning the registrability of slogans for goods in class 25. The BPatG carefully considered and referenced a key decision of the German Federal Court of Justice (decision of 30 January, 2020, I ZB 61/17, #darferdas?) with referral questions to the CJEU ( AS , C-541/18, EU:C:2019:725)

According to the present decision, when assessing distinctiveness, all relevant facts and circumstances must be considered, including all probable ways to use the sign for the goods and services applied for. This means that it must be taken into account that the slogan applied for may be used in other ways than simply on the front of the product. In doing so, however, one needs to consider that the conceivable uses of the sign must include using the sign as a trade mark. The slogan in question should have a certain degree of originality and conciseness and should be open to interpretation. Otherwise, it will not be perceived as an indication of origin even when found on sewn-in labels inside the product. This means that it is not relevant how the sign is actually used on clothing. When applying for the registrations of slogans in the fashion industry, the originality and conciseness of the sign must be carefully considered. The public needs to perceive more than laudatory and advertising effects when reading the slogan.

2. The North Face v The Dog Face

(1) Higher Regional Court of Frankfurt a.M., decision dated 28 June, 2022–6 W 32/22— THE NORTH FACE

(3) The court stated that it was known to the court that the word mark ‘THE NORTH FACE’ was a sign with a reputation in the EU subject to Article 9 (2) lit. c of the EU Trade Mark Regulation (EUTMR) 2017/1001. As the words ‘DOG’ and ‘NORTH’ had different meanings, the similarity of the signs ‘THE DOG FACE’ and ‘THE NORTH FACE’ or of the logos was not sufficient to constitute a likelihood of confusion among the signs. However, the mark ‘THE DOG FACE’ and the corresponding logo were held to have taken unfair advantage of and to be detrimental to the distinctive character or the repute of the applicant’s trade marks. Despite the different meanings of ‘DOG’ and ‘NORTH’, the public would associate the contested sign ‘THE DOG FACE’ with the well-known mark ‘THE NORTH FACE’. This was also true because there was a certain similarity between the outdoor clothing distributed by the applicant and the animal clothing distributed by the defendant. Since various well-known fashion manufacturers also produce clothing for animals, the target public was likely to assume that the applicant had extended its range of clothing to dog clothing. The challenged use of the sign thus exploited the reputation of the applicant’s trade marks.

(4) The court applied settled case law of the CJEU and Germany’s Federal Court of Justice (BGH) (eg El Corte Inglés/HABM/English Cut [The English Cut] , C-603/14 P, EU:C:2015:807; BGH, judgment of 2 April, 2015—I ZR 59/13 Springender Pudel ). Hence, in contrast to the likelihood of the confusion test, a lesser degree of similarity among the conflicting signs is necessary in order to establish a link among the signs. In some cases, such a connection may already exist if the later trade mark reminds consumers of the earlier trade mark (cf., eg, Intel Corporation/CPM United Kingdom , C-252/07. EU:C:2008:655). Thus, the reputation and distinctiveness of the earlier mark as well as the degree of similarity of the opposing goods and services may offset a lesser degree of similarity of the signs.

The decision shows that the similarity of the goods and services for which the conflicting signs claim protection is also important when assessing the infringement of a trade mark with a reputation subject to Article 9 (2) lit. c EUTMR 2017/1001. Owners of well-known trade marks should therefore always substantiate not only the specific circumstances that lead to the impairment of the distinctive character or the repute of the applicant’s trade marks but also their claims with specific factual evidence of the similarities between the opposing goods and services in each individual case. The same applies to the concrete circumstances that lead to the impairment of the well-known trade mark.

3. Genericide of ‘FLIP-FLOP’

(1) Higher Regional Court of Zweibrücken, decision dated 2 March, 2022–4 U 63/21— Flip-Flop

(2) The plaintiffs filed an action against the German word mark ‘FLIP-FLOP’, registered in 1997 for inter alia ‘footwear’ in class 25 and requested that the trade mark proprietor be ordered to consent to the cancellation of the mark. In their view, the trade mark had become a common name in the trade of the goods and services in respect of which it was registered (Sec. 49 (2) no. 1 German Trade Mark Act). Due to its generic use, ‘FLIP-FLOP’ had become a common name for toe-strap sandals and footwear in the target public. After the Regional Court of Frankenthal had already ruled in favour of the plaintiffs, the Higher Regional Court of Zweibrücken also considered the action to be well-founded.

(3) At first instance, a marketing survey carried out with expert assistance had shown that both consumers and traders understood the term ‘flip-flop’to be a generic name for footwear. According to the report, the term ‘flip-flop’ has an extremely high degree of recognition among shoe retailers (95.3 per cent). However, the degree of identification, ie awareness, for the trade mark proprietor’s company, was just 23.3 per cent. In addition, 52 per cent of all respondents said that they did not see any reference to any company at all in the name ‘flip-flop’ in the context of footwear. The degree of association with the company was even lower at 14 per cent. The results among consumers were even clearer: here, the degree of awareness of the name ‘flip-flop’ was also very high at ∼90 per cent. However, the degree of identification in the relevant public was only ∼4 per cent in each case. Furthermore, in each case ∼50 per cent of the target public did not recognize any business reference at all in the designation ‘flip-flop’ in connection with footwear. According to the expert opinion, the degree of association with the trade mark proprietor’s company in all circles of the public was as low as 1.5 per cent.

In the opinion of the courts, the determined quotas justify the assumption that the word mark has become a common designation of goods. According to the CJEU decision in Kornspitz, it is sufficient if the corresponding quota is found in only one of the relevant circles of the public (cf. Backaldrin Österreich The Kornspitz Company GmbH/Pfahnl Backmittel GmbH , C-409/12 EU:C:2014:130). Moreover, the sign ‘flip-flop’ contains a clear onomatopoeic element, namely, the sound typically heard when wearing thong sandals, which is characteristic of the entire genre of thong sandals in the sense of a common sound.

(4) According to the Higher Regional Court of Zweibrücken, the term ‘flip-flop’ has become an indication of quality with mere descriptive content. The surveys presented by the applicants convinced the courts that ‘flip-flop’ had in the meantime degenerated into a generic designation. Nonetheless, strict requirements must still be met to establish a transformation to a generic designation within the meaning of Sec. 49 (2) no. 1 of the German Trade Mark Act. This means that only if a completely insignificant part of the relevant public still perceives the respective designation to be an indication of origin and if this perception is based on the trade mark proprietor’s conduct or inactivity, the trade mark is liable to be revoked and cancelled. Nevertheless, trade mark owners should act proactively in order to prevent their trade mark from becoming a generic designation. This can be done through entrepreneurial measures (eg advertising campaigns, adding the ® symbol, etc.) or through a consequent legal defense of one’s own trade mark rights.

4. Use of lettering on a garment

(1) Higher Regional Court of Frankfurt a.M., case no. 6 U 40/22, decision of 2 June, 2022

(2) A common word on the front of a garment will be perceived as a decorative element and not an indication of origin by the public.

(3) Printing or stitching words on the front of garments, in particular, T-shirts and pullovers, is common in the fashion industry. The question is whether such a use of words on the front of garments constitutes use as a trade mark, ie whether they indicate the origin of the garment. In cooperation with footballer Neymar Jr, sporting goods company Puma offered for sale hooded sweatshirts adorned with the word ‘BLESSED’ on the front ( Fig. 11 ).

Puma’s BLESSED sweatshirt.

Puma successfully filed an objection against the preliminary injunction (Regional Court of Frankfurt a.M., case no. 3–06 O 47/21, decision of 25 January, 2022), which was consequently lifted. The trade mark owner appealed, but the Higher Regional Court of Frankfurt a.M. confirmed that Puma’s use of the term ‘BLESSED’ on their garment did not constitute trade mark infringement.

The court ruled that ‘BLESSED’ is not used as a trade mark because it does not fulfil one of the primary functions of a trade mark, namely, to indicate the origin of the product. The assessment of whether or not a word on a garment is used as a trade mark is based on (i) the common practice of how goods are marked in the fashion industry and (ii) how the relevant public perceives this practice. The decisive factor is whether consumers will perceive the word on the garment as the indication of a specific manufacturer of the garment and consequently as indication of origin.

According to the court’s findings, the relevant public perceives the word ‘BLESSED’ on a hooded sweater as mere decoration and not an indication of a specific manufacturer. With regard to signs on garments, the court held that their placement on the garment is an important factor in deciding whether the sign is purely decorative or actually indicates the origin. If the sign is on the front or the back of the garment, consumers generally do not assume that the sign is an indication of origin. This is because if the sign is a common word or phrase in the German language or a common foreign language, which is the focus of the design, in particular, as a form of self-expression, the public will not perceive the word on the garment as distinctive but merely as decorative. If, however, the sign is well-known, it must be assumed that consumers will perceive it as an indication of origin. The court found that the plaintiff’s trade mark was not well-known. Consequently, the principle that consumers perceive common words on the front of garments as decorative applies. The majority of consumers will understand the word ‘BLESSED’ or at least recognize that it is a verb and thus describes something. The court also took into account the fact that there are other T-shirts on the market that are decorated with ‘blessed’ on their front as internet search revealed. This underlined the fact that ‘BLESSED’ is widely used. The lower court had also highlighted that the label on the inside the hooded sweater does not contain the word ‘BLESSED’ and that Puma’s marks can be found in various places in their online shop.

(4) Printing/stitching words, statements or catchphrases on garments is a common design practice in the fashion industry but has some hurdles and should be considered and cleared in detail. Even though infringement was not found in the present case, the specific use should always be examined in detail. Whether use is use as a trade mark and thus potentially trade mark–infringing use depends, as the present case well shows, on numerous factors and assessments. The presentation/placement, the commodity of the word, the labelling habits, the surrounding branding (labels inside the garment, online shop, etc.) and the perception of the consumer are some of the relevant factors that are decisive. These factors should therefore be carefully considered. If an unusual or rare word is to be used on the garment, this could constitute use as a trade mark and trade mark protection that grants exclusivity to fashion labels may be appropriate. However, prior clearance is advisable to limit the risk of infringement of prior rights.

1. High hope for Hermès’, ‘Kelly’ and ‘Birkin’ 3D trade marks

(1) Italian Supreme Court, Hermès International Scpa (+1) + Buti S.r.l. (+2), decision no. 30455, 17 October, 2022

(2) Despite confirming that a relatively rigorous approach will be taken in assessing the validity of a 3D trade mark, the Italian Supreme Court deemed that extensive documentation filed by Hermès to prove the distinctiveness of its marks had not been properly evaluated by the courts on the merits. A second appeal will thus be conducted following the decision in law of the Supreme Court.

(3) In 2009, Hermès launched a case before the Court of Florence against Italian manufacturer Buti, claiming infringement of its Italian- and EU-registered trade marks concerning the shape of the famous ‘Kelly’ and ‘Birkin’ bags ( Figs 12 and 13 ) as well as unfair competition by the defendant in the production and marketing of bags allegedly imitating the said mentioned Hermès designs.

Hermès Kelly bag (EUTM).

Hermès Birkin bag (EUTM).

In 2016, the Court of Florence dismissed Hermès’ infringement claims, upholding the trade mark’s invalidity counterclaim brought by the defendant on the basis of lack of distinctive character. In 2018, the Florence Court of Appeal upheld the first instance decision, including its invalidity declarations, which Hermès therefore further appealed before the Italian Supreme Court.

In confirming its strict approach with reference to the recognition of the distinctiveness of a shape trade mark, the Italian Supreme Court highlighted the importance of an in-depth analysis of the evidence filed by the owner in support of such a requirement. An analysis that, in the present case, according to the Supreme Court, was not conducted properly by the court on the merits (in both the first and second instance decisions). In particular, the Florence Court of Appeal did not specifically examine the extensive documentation, not only of advertising, filed by Hermès to prove the distinctiveness achieved by its bags and by their shapes. In this respect, the Italian Supreme Court recalled relevant EU case law, according to which, for the purpose of assessing the secondary meaning of a shape mark, many factors should be taken into account, including the market share held by the mark; the frequency, geographical extent and duration of its use, the extent of the investment made by owner to promote it and the percentage of the relevant public that identifies, as a result of the mark, the product as coming from a particular company.

When stating that the Kelly and Birkin bags would be generic shapes, the Court of Appeal failed to explain the reasons behind its conclusions, both at the outset and in light of use and reputation acquired over time of the enforced 3D trade marks. Going into more details about the errors committed by the Florence Court of Appeal, the Supreme Court rejected the conclusion that the only means of proof of the distinctive character of the shapes in issue among consumers would be a demographic survey, and as this was belatedly requested by Hermès, it was therefore unusable with no possibility of further investigative inquiry. The Supreme Court recalled on this point that surveys can certainly be relevant but are definitely not the only means to prove secondary meaning. In any case, even if a court moved away from this assumption, it would need to consider that demographic investigations can be carried out by the interested party, but they can also be ex officio acquired by the court by way of appointed expert opinions in accordance with Art. 121, paragraph 5, Italian Intellectual Property Code, which allows a judge to acquire new evidence even in derogation of the general bar limits provided for evidence filing both at first instance and on appeal phase.

(4) This judgment can be considered one of the most relevant rulings of the Supreme Court on the criteria to be followed to prove distinctiveness of 3D shape trade marks. The judgment gives practical and clear guidelines to owners of 3D shape trade marks on the evidence to be provided in court when enforcing such trade marks. Importantly, it does not leave the responsibility for doing so entirely on the holder’s shoulders, attributing a not insignificant role to the ex officio powers of courts.

2. Protection to K-WAY’s coloured stripes

(1) Italian Supreme Court, Basic Net S.p.A.; Basic Italia S.p.A. v Giorgio Armani S.p.A. , decision No. 5491/2022, 18 February, 2022

(2) The Italian Supreme Court reaffirmed that colour combinations are capable of constituting a trade mark if they are represented in a clear way and are constantly used in the same manner. Moreover, the decision confirms that the distinctive character of unregistered marks can be proved not only through opinion polls and surveys but also by any means of evidence capable of informing the judge’s decision.

(3) Basic Net is the owner, among the others, of the EU figurative trade mark registration ‘Coloured Strip’ made of a ‘ rectangular strip consisting of parallel vertical bands of various dimensions, in the following colours: navy blue, orange, yellow, orange and navy blue, in the aforesaid sequence ’ and of the unregistered mark ‘Coloured Strip’, which includes part of the sequence of coloured stripes covered by its EU registration (ie yellow, orange and navy blue) ( Fig. 14 ).

Basic net’s registered and unregistered marks.

On 10 March, 2016, BasicNet S.p.A. and Basic Italia (respectively, the owner and the licensee of the EU trade mark) sued Armani S.p.A. and La Rinascente S.p.A. before the Court of Turin for trade mark infringement and unfair competition. BasicNet indeed argued that Armani had offered for sale, among others, at La Rinascente shop in Turin a blouson bearing a sign consisting of yellow, red and black stripes that were almost identical to its unregistered trade mark as well as very similar to its EU trade mark registration ( Fig. 15 ).

Armani’s challenged sign and product.

By way of counterclaim, Armani requested a declaration of invalidity of BasicNet’s EU trade mark registration from the court due to lack of distinctiveness and, to this end, to appoint an expert witness to conduct a survey to prove the absence of such distinctive character. Armani also contested the lack of distinctive character of the unregistered mark.

While BasicNet withdrew the action against La Rinascente S.p.A., its claims against Armani were upheld at first instance and confirmed by the Court of Appeal of Turin. The court further rejected Armani’s claims and stated that both the unregistered mark and the EU trade mark registration ‘Coloured Strip’ had distinctive character. Therefore, Armani filed a final appeal to the Italian Supreme Court contesting the outcome of the previous decisions on 11 grounds for appeal.

Having regard to the unregistered mark, Armani contested inter alia the incorrect application of Articles 2 and 13 of the Italian IP Code, arguing that the Court of Appeal did not take into account that BasicNet’s coloured stripe would be perceived by the public as a mere decorative element and not as a distinctive sign. Armani also contested the lack of evidence in connection to the alleged distinctive character of the unregistered mark. In particular, the appellant argued that, in order to assess the distinctiveness of the sign, the appellate decision only relied upon the use of the unregistered mark ‘for many years without any variation on different types of products’, while it did not consider the actual consumer perception. The Supreme Court rejected all the appellant’s arguments.

First, following the conclusions of the second instance decision, the Supreme Court confirmed that the coloured strip must be recognizable by consumers in order to be protected as a mark and that the evidence filed by BasicNet was sufficient for this purpose. By recalling earlier EU case law (specifically, Heidelberger Bauchemie , C-49/02, EU:C:2004:384), the court reiterated that a combination of colours—such as the coloured strip at stake—is capable of constituting a trade mark as long as it is graphically represented in a precise way and it is systematically arranged by using the colours concerned in a predetermined and uniform way. Since BasicNet was able to prove that the unregistered mark is represented in a clear way and it is constantly used in the same manner, the court held that BasicNet’s unregistered mark fulfils the aforementioned requirements and thus is capable of constituting a trade mark.

The court then focused on the main argument of Armani’s appeal, namely, the fact that BasicNet had not provided sufficient evidence attesting that the unregistered mark is an indicator of the origin of the goods. Instead, Armani argued that the ‘Coloured Strip’ is merely a decorative element. Following again the earlier decision of the CJEU in C-49/02, the Supreme Court affirmed that colours do not usually have a distinctive character per se , but they can acquire it through use. In this context, the court argued that, in order to prove the perception of a sign by the public as an indicator of origin, it is not compulsory to submit polls, surveys or other declarations by sector organizations, but any evidence is admissible as long as it serves such a purpose. The final instance decision therefore concluded that the Court of Appeal was correct in stating that, under Italian law, there is no provision that requires courts to evaluate the distinctiveness of a sign through polls, surveys or other declarations, which are just one of the possible means of investigation. A judge is in fact free to assess the distinctive character of an unregistered trade mark through any possible means of evidence. Having said that, the court also stated that the unregistered mark ‘Colour Strip’ cannot be a mere decorative element precisely because it was used for many years (starting from the late 1980s) without any variation and on different products (from clothing to shoes and accessories), while a decorative element would change over the time.

(4) After years of debate over the use of opinion polls and surveys, with this decision, the Supreme Court reaffirmed that the acquired distinctiveness of a trade mark can be established through an overall assessment that takes into account several factors. Conducting consumer surveys is not strictly necessary to prove that a sign has acquired distinctiveness through use.

I. The Netherlands

1. the dynamic nature of a trade mark’s reputation.

(1) District Court The Hague, Mexx International v C&S Designs , ECLI:NL:RBDHA:2022:2925, 23 March, 2022

(2) The court confirmed the dynamic status of a trade mark’s reputation by denying the claims for infringement of the once famous trade mark MEXX based on a loss of reputation after a period of non-use.

(3) The case centred around a conflict between the trade marks MEXX and G-MAXX. Dutch fashion brand Mexx was established in 1986 and, over the course of some years, grew into a well-known international company, until the financial crisis hit in 2008. After some years of decreasing sales, the company went bankrupt in 2014. While a relaunch was always intended, this did not get off the ground until several years later, in 2018. In the meantime, the Dutch company G-Maxx was founded.

Although the period of non-use was not long enough to justify a cancellation of the MEXX trade marks based on non-use, this case highlights that non-use can also affect a trade mark’s scope of protection in other ways. Mexx first based its claims of infringement against G-MAXX on a likelihood of confusion, but was unable to convince the court that any confusion was likely to arise. While the court found there to be a certain similarity among the signs, it considered that the mere similarity of the double XX would not lead to a likelihood of confusion among the relevant public, also given the relatively high level of attention that would be expected for women’s clothing in the mid-market range.

Mexx’s second ground for infringement based on Article 9(2)(c) EUTMR 2017/1001 was similarly struck down by the court. Although the parties agreed that MEXX had once been an internationally well-known fashion brand, the court gave great importance to the argument that reputation is not necessarily constant. While a likelihood of confusion is to be assessed in relation to the moment in time when the allegedly infringing sign was first put to use, claims based on reputation must be assessed according to the situation at the time the decision on infringement is taken. If by that time a trade mark’s reputation has been lost due to the trade mark holder’s own actions (or lack thereof), then that reputation can no longer be relied upon.

This was exactly what had happened in the present case according to the District Court. By the time that G-MAXX was launched, MEXX had already been slowly disappearing from the Dutch retail scene for several years and the Court therefore considered it undeniable that by 2015, MEXX’s reputation had substantially decreased through no fault of G-MAXX. Mexx was also unable to show that it had by now recovered that reputation, given that the evidence did not demonstrate a large market share, nor sufficiently intensive, geographically widespread or long-standing use of the mark.

(4) This case confirms that for the purposes of trade mark law, reputation can come and go. The fact that a trade mark had a reputation in the market at a moment in time is no guarantee that this reputation will be maintained in perpetuity. Periods of non-use therefore not only can affect the validity of a trade mark by means of the requirement of genuine use but may also affect the trade mark owner’s ability to rely on the additional grounds of infringement for trade marks with a reputation.

2. Infringement of Puma’s Formstrip trade mark family

(1) District Court The Hague, Puma v Monshoe Fashion , ECLI:NL:RBDHA:2022:1626, 2 March, 2022

(2) Puma successfully invoked its family of Formstrip trade marks against a variety of infringing sneakers containing a similar curved stripe on the side of the shoe.

(3) While originally intended as an extra strip of leather on the side of a football shoe for added lateral support, Puma soon started to protect its so-called Formstrip as a trade mark. Starting with an International Registration in 1960 for the entire shoe featuring the Formstrip, over the years, Puma filed numerous variations on the Formstrip as independent trade marks.

In the present case, Puma invoked its Formstrip trade marks ( Fig. 16 ) against the Dutch company Monshoe that was selling various allegedly infringing sneakers ( Fig. 17 ). Interestingly, the District Court considered that the invoked trade marks should not be seen as isolated registrations of independent device marks, but as the registrations of new variants of a family of trade marks. As a result of this, the court held that each use of the common element of the trade mark family qualifies as genuine use of each other variation within the same family of marks. Following an earlier decision of the EUIPO (No. B1491086), the court furthermore recognized that the Formstrip trade marks had become well-known due to their longstanding and intensive use.

Puma’s invoked trade mark registrations.

Example of the infringing shoes (Source: ECLI:NL:RBDHA:2022:1626).

When assessing the similarity between the signs, the court accepted Puma’s qualification of the dominant and distinctive elements of the Formstrip trade marks:

a single, uninterrupted and uncrossed stripe with a round curve on one end;

running from the bottom left to the top right;

the vertical part is much shorter than the horizontal part and

running from the back of the shoe towards the front of the foot and stopping around the instep.

Although some differences could be identified, the court, nonetheless, held that there was a high level of similarity between the marks and the Monshoe sneakers. It refused to accept Monshoe’s arguments that there are many other sport shoes on the market with lines, stripes and curved decorations and that the Monshoe’s stripe would be purely decorative and accompanied by other decorative lines. According to the court, these factors did not detract from the similarity among the signs. On that basis, the court held that Monshoe took unfair advantage of the reputation that Puma built over the course of several decades. Monshoe’s sneakers could, furthermore, lead to dilution of Puma’s family of Formstrip trade marks, since the public might less readily associate the Formstrip marks with Puma and might over time even be led to be believed that the marks were purely decorative instead of serving as an indication of origin.

(4) Although not often accepted, this case shows that the concept of a family or a series of marks may still prove useful, particularly for bigger brands that focus much of their efforts on a single recognizable element.

1. Concept of likelihood of confusion in opposition proceedings

(1) Polish Supreme Administrative Court, Golden Lady Company S.p.A. v Maciej Iżycki, case no. II GSK 2190/21, 19 July, 2022

(2) The Polish Supreme Administrative Court misconstrued the concept of likelihood of confusion in opposition proceedings by taking into account the different business models of the opposing parties instead of the scope of goods under the conflicting trade marks. Moreover, it focused on the fonts of word-figurative trade marks, disregarding the fact that the opponent also held the earlier word trade mark. The judgment is yet another example of an improper methodology used to narrow the scope of trade mark rights.

(3) Maciej Iżycki, an individual based in Poland, applied for a word-figurative trade mark, SISU ( Fig. 18 ), for goods in Nice classes 24, 25, 28 and 32, including the following goods in class 25: clothing (a broad category plus many types of specified types of clothing); footwear, including women’s, men’s, youth and children’s footwear, sports footwear; studs for football boots; ski-boots; slippers and shoe uppers; tips for footwear; shoe heels; shoe straps; non-slip agents for footwear; headgear, caps and ear muffs and belts. The trade mark was registered under number R.267339 (the opposed mark). Maciej Iżycki uses the mark to market his sports clothing brand.

Opposed Polish trade mark R.267339.

Golden Lady Company S.p.A., an Italian company, filed an opposition against registration R.267339 for all goods in Nice class 25, claiming likelihood of confusion. At that time, under Polish law, the oppositions were filed against newly granted registrations, not trade mark applications. The opponent relied on the word mark SISI (IR no. 620509) and three other registrations, including the below word-figurative EU trade mark no. 000592048 ( Fig. 19 ). IR no. 620509 has been registered since 1994 for goods in Nice class 25: clothing, including boots, shoes and slippers, remaining marks were also registered in class 25 for broad categories of clothing and footwear. In the course of trade, SiSi is a brand for ready-to-wear womenswear, in particular tights, leggings and socks.

Earlier word-figurative EU trade mark no. 000592048.

The Polish Patent Office accepted the opposition and found that there was a likelihood of confusion. The Office limited the case to the assessment of the opposed mark as opposed to the word trade mark SISI IR no. 620509. It found that the goods are partly identical and partly similar and there are visual, phonetical and conceptual similarities between overall impressions of the marks dominated by the words SISU and SISI. The trade mark holder pursued a court action against the decision. However, the Voivodeship Administrative Court in Warsaw dismissed the action.

The trade mark holder pursued an appeal in cassation against the Supreme Administrative Court, which upheld the appeal, set aside the judgment and referred it back to the Voivodeship Administrative Court in Warsaw. The Supreme Administrative Court found that the court did not give full reasons for the judgment, omitting many relevant points that were repeated in the second judgment and are discussed later. The second time, relying heavily on the interpretation of the superior court, the Voivodeship Administrative Court in Warsaw upheld the action and set aside the decision of the Patent Office. This time, the opponent filed an appeal in cassation to the Supreme Administrative Court.

The Polish Supreme Administrative Court dismissed the appeal in cassation. Consequently, the case was referred back to the Polish Patent Office, which is bound by the interpretation made by the administrative courts. The court repeated the interpretation from its first judgment, suggesting that there is no likelihood of confusion among the conflicting marks. Although it is for the Office to fully assess the case once again, it is difficult for the Office to reach a conclusion other than the one suggested by the court’s interpretation. There are five points on which the court based its conclusion—in four of them, the court substantially departed from well-established concepts of trade mark law.

First, the court held that the first instance court should have held that the Office had not assessed the marks fully from a visual perspective, since the fonts of both the earlier and opposed marks were found not to have created a significant difference between the marks. The court disregarded the fact that the Office found that the word trade mark SISI provided the best-case scenario for the opponent and based the whole decision on the assessment between the later mark as opposed to the word trade mark, which does not have any font or graphical elements. The practice of choosing a best-case scenario is firmly established equally under Polish and EU law and justified on the grounds of procedural economy.

Second, the court disagreed with the lower instance and the Office that the word SISU is a dominant element of the opposed mark. The serpentine font of the mark was considered a distinctive element of the mark creating a significant difference with the earlier trade marks. According to the case law, the overall impression of a mark can be dominated by one element, only if other elements are negligible ( OHIM v Shaker , C-334/05 P, EU:C:2007:333, para. 42) due to minor size, secondary position or no distinctive character. However, the font of the opposed mark does not make the marks dissimilar and only limits the similarity between them to a medium level.

Third, it was found by the court that in short words, the difference of one sound causes phonetic differences so significant that the attentive public will consider that they are different trade marks from different manufacturers or distributors of clothing. The marks have many phonetical similarities: same number of syllables and its identical, simple structure of two sounds (a first consonant and a second vowel), identical first syllable and the consonant ‘s’ in the second one, the fact that the first syllable is slightly more important. The focus of the Court on one minor difference among marks departs from EU case law ( Biovene Cosmetics v EUIPO—Eugène Perma France (BIOVÈNE) , T-232/20, EU:T:2021:396, para. 65–71.

Fourth, with regard to a conceptual comparison, the Court found that the Office should have taken into account that Sisi was the nickname of the Empress Elisabeth of Austria, the first instance court made an error by disregarding this fact. The Court did not, however, consider whether the nickname is in fact known by the general public in Poland. Although she was a heroine in many epic tales in the past, currently, she is not a significant historical or cultural figure in Poland. It was the holder of the later mark who should have presented the Office with evidence confirming knowledge of the nickname Sisi in Poland. Similarly, the word Sisu, which is a Finish word meaning perseverance or determination, would be not known among the public in Poland. Since neither mark has a meaning for the public, no conceptual comparison could be made.

Finally, the Court’s opinion (which dissents the most from settled case law) is that in the comparison of goods, the Office should have taken into account goods that were in fact marketed by the parties. For the Court, it is relevant that the SISI mark is mostly used for womenswear, in particular, tights, leggings and socks, and the opposed mark is dedicated to selling sports clothing. According to the case law, in opposition or invalidation proceedings, in order to assess the similarity of goods, the group of goods protected by the marks must be taken into account, and not the goods actually marketed under those marks. Moreover, sports clothing and all other specific goods were examples of goods from general categories of clothing or footwear, therefore, pursuant to the case law, identical goods. The remaining goods were accessories or parts of shoes (including shoe uppers, tips for footwear and shoe heels), and thus, they should be considered highly similar. Consequently, the Court mandated the Office to assess actual confusion among the conflicting marks. This is contrary to case law, according to which it is not necessary to establish the existence of actual confusion but only the existence of a likelihood of confusion.

(4) Although the case looks like one of hundreds of other cases in which a likelihood of confusion was established, the result of the case seems to be the very opposite. The interpretation of the Polish Supreme Administrative Court suggests that there is no likelihood of confusion and, more importantly, the Court reached this conclusion by taking a strikingly different approach to the basic concepts of trade mark law.

The judgment changes the subject matter of opposition proceedings from a relatively formal assessment of the scope of a trade mark registration to a full assessment of the case centred on the market use of trade marks and an actual, not merely potential, risk of confusion among the public. Taking the court’s position further, one could argue that there is no likelihood of confusion if the earlier mark has not been used in the course of trade. The focus placed on the goods in fact sold by the opposing parties could mean that the court would be ready to limit the scope of protection of trade marks, which are not used in the course of trade (before the lapse of the 5-year grace period). Of course, it seems impossible that a court could arrive at such a far-reaching conclusion. Nevertheless, the approach adopted by the court makes such absurd conclusions possible.

As a further consequence, the judgment puts in question the scope of protection of trade marks, including those protecting fashion brands, under Polish law. In contrast to the CJEU case law, the Polish Supreme Administrative Court sometimes tends to interpret the scope of protection by virtue of a likelihood of confusion quite narrowly. This approach is contrary to the EU-harmonized standard of trade mark protection, granting broad protection not only against direct confusion (a mistake) but also against any confusion as to economic links among business operators ( Canon Kabushiki Kaisha v Metro-Goldwyn-Mayer , C-39/97, EU:C:1998:442).

The practical consequence of the judgment is that in pleadings, decisions and judgments, at least in Poland, there are never enough references to judgments of Polish and EU courts in which the courts developed, and then repeated many times, the basic rules for assessing a likelihood of confusion.

K. Singapore

1. use of registered mark on complementary (but not exact) goods insufficient to defend non-use revocation action.

(1) Choi Sun Mi v Comfort Lab Inc [2022] SGIPOS 2 (1 March, 2022)

(2) The Intellectual Property Office of Singapore (IPOS) Assistant Registrar found that use of the ‘COMFORTLAB’ mark by the registered proprietor on ‘insoles’ could not be said to be the same as use of the mark on ‘shoes’ to sufficiently defend a revocation action for non-use. Insoles and shoes are distinct goods although they may be complementary.

An application was filed by Choi Sun Mi (‘Applicant’) to revoke the Subject Mark on the grounds of non-use under Sections 22(1)(a) and (b) of the Singapore Trade Marks Act, which provides that a registered trade mark may be revoked if

it has not been put to genuine use in the course of trade in Singapore for 5 years following registration or

such use has been suspended for an uninterrupted period of 5 years.

The burden of proof is on the Proprietor to show the use made of the Subject Mark in Singapore.

In determining whether the criteria for revocation on the grounds of non-use have been satisfied, the Assistant Registrar adopted the analytical framework set out in Technopharma Limited v Unilever PLC [2021] SGIPOS 11. To defeat the application for revocation of its trade mark registration, a registered proprietor must show that

the trade marks in question have been used in Singapore (the ‘Where’ Issue);

those marks have been used during those relevant time periods defined by the statute (the ‘When’ Issue);

those marks have been used in relation to the goods for which they have been registered (the ‘Which’ Issue)—this was the issue considered in this decision;

those marks have been used by the proprietor or with his consent (the ‘Who’ Issue) and

there has been use of the mark, either in the form in which it has been registered or in forms that do not alter the distinctive character of its registered form (the ‘What’ Issue).

The Proprietor deposed that the Subject Mark has been used in relation to ‘shoes and insoles’. However, evidence adduced showed purported use of the Subject Mark on ‘insoles’ only. The Subject Mark is also not registered in respect of ‘insoles’; the closest goods for which the Subject Mark is registered are ‘shoes’.

While the Proprietor attempted to conflate ‘shoes’ and ‘insoles’, the Assistant Registrar held that ‘insoles’ and ‘shoes’ are in fact distinct goods, although they may be complementary. Use of the Subject Mark on ‘insoles’ is not the same as use on ‘shoes’ and is insufficient to defend a revocation action for non-use. Apart from those aformentioned, the Proprietor also did not adduce any evidence of use of the remaining goods in the class 25 specifications.

In light of those aformentioned, the Registrar found that the application for revocation by the Applicant succeeded and the Subject Mark was revoked.

(4) This decision is a timely reminder for trade mark owners that non-use of a registered trade mark for a continuous period of 5 years or longer renders the mark open or at risk of being revoked on the grounds of non-use by an aggrieved third party. Additionally, in defending a non-use revocation proceeding, it is also insufficient if a registered trade mark is used only in relation to complementary or related goods and/or some (but not all) of the goods for which the mark is registered.

2. Bad faith: Swatch AG fails in bad faith allegation against Apple’s application to register trade mark for smartwatch specifications

(1) Swatch AG (Swatch SA) (Swatch Ltd) v Apple Inc. [2022] SGIPOS 13 (21 July, 2022)

(2) The IPOS Assistant Registrar was mindful that an allegation of bad faith is a serious one that must be distinctly proved on the facts. However, beyond the impassioned, but speculative and bare assertions by Swatch AG, the Assistant Registrar was unable to see from the evidence that the application by Apple Inc. (‘Application’) to register its ‘THINK DIFFERENT’ mark (‘Subject Mark’) was made in bad faith.

(3) Apple Inc. (‘Applicant’) and Swatch AG (‘Opponent’) are no strangers to each other and have been embroiled in various trade marks disputes worldwide. In the present case, the Applicant applied to register the Subject Mark for various goods in class 9 in Singapore, including ‘smartwatches, smartphones, wrist-mounted smartphones, watches that communicate data to smart phones and smartphones in the shape of a watch’ (‘Smartwatch Specifications’). The Opponent opposed the registration of the Subject Mark on the grounds of bad faith under Section 7(6) of the Singapore Trade Marks Act. The burden of proof is on Swatch AG to establish that the Applicant filed the Application in bad faith.

In relation to the Opponent’s allegations of the Applicant’s bad faith, the Assistant Registrar held as follows:

First Allegation: The Application was filed without intention to use the Subject Mark in relation to the goods covered by the Smartwatch Specifications. The Assistant Registrar held that the allegation was not made out.

The fact that the Smartwatch Specifications were not claimed in any of the Applicant’s other trade mark applications worldwide is inconclusive. Any trade mark applicant has the freedom to structure its global filing strategy in accordance with a myriad of factors.

There are also control mechanisms as regards the use of a registered trade mark. It is always open to the Opponent to make an application for revocation if the Applicant indeed does not use its mark within the required period after registration.

Second Allegation: The Application was filed with the intention of riding on the Opponent’s goodwill and reputation. This point was not taken further during the hearing. The Assistant Registrar is unable to conclude based on the evidence that this allegation has been made out.

Third Allegation: The Application was filed as a means of ‘getting back’ at the Opponent and was intended to be used as a tool to oppose others from registering any two-word expression with the word ‘different’. The Assistant Registrar held that the allegation was not made out.

It is unhelpful to evaluate emotive allegations such as ‘being upset’ and ‘wanting to get back’. An action may well be taken in a state of being upset with the outcome of an earlier, unsuccessful case and still fall within ‘the standards of acceptable commercial behaviour observed by reasonable and experienced men in the particular area’.

There is also nothing inherently wrong with asserting one’s registered trade mark against a later mark through opposition. There will still be a determination on the merits of such oppositions.

Fourth Allegation: The Applicant is not the bona fide proprietor of the Subject Mark. This point was not taken further during the hearing. The Assistant Registrar is unable to conclude based on the evidence that this allegation has been made out.

(4) This decision underscores the long-held position in Singapore that an allegation that a trade mark has been applied for in bad faith is a serious one—it must be fully and properly pleaded, and Singapore courts/the Registry is often reluctant to uphold a finding on this ground unless it is distinctly proved on the facts. This will rarely be possible by a process of inference, as the threshold for establishing bad faith is necessarily a high one.

1. Invalidity due to bad faith and infringement due to likelihood of confusion in marks depicting polo player

(1) Provincial Court of Alicante, Section 8, The Polo/Lauren Company, L.P. v Custi Mikelo S.L. , decision No. 38/2022, 14 January, 2022

(2) The Polo/Lauren Company, L.P. (‘POLO/LAUREN’) brought an invalidity action against the Spanish trade mark CUSTI MIKELO No. 2973339 (figurative) in class 25, claiming bad faith of the applicant ( Fig. 20 ). This was alongside another trade mark infringement action claiming likelihood of confusion between the earlier EU trade marks No. 4049201 (figurative), in classes 9, 18, 20, 21, 24 and 25; EU trade mark 11943578 (figurative), in classes 18, 24 and 25; and Spanish trade mark 1253881 (figurative) in class 25 ( Fig. 21 ) due to the use of CUSTI MIKELO.

The CUSTI MIKELO trade mark.

The Polo/Lauren Company trade mark.

(3) According to Article 51(1)(b) of the Spanish Trademark Act, the invalidity of a trade mark shall be declared when the applicant has acted in bad faith at the moment of filing the relevant application. It is for this reason that this ground for invalidity should be applied in cases where there are indications that the owner of a trade mark has not filed the application for registration of that trade mark with the objective of participating fairly in the market, but rather with the intention of harming, in a manner contrary to honest practices and the interests of third parties or with the intention of obtaining an exclusive right for purposes other than those corresponding to the functions of a trade mark, in particular, the essential function of indication of origin ( Koton , C-104/18, EU:C:2019:724, para 46, and Sky , C-371/18, EU:C:2020:45, para 75).

The second action consisted of a declaration of trade mark infringement, stated in art. 34.2(b) of the Trademark Act, regarding likelihood of confusion between both trade marks: CUSTI MIKELO and POLO/LAUREN:

As stated, bad faith can only be assessed if it is possible to evaluate objective, relevant and concordant evidence showing that, on the filing date of the application for granted of the trade mark, the defendant intended to harm the interests of the plaintiff in a manner not in accordance with honest practices or with the functions of the earlier trade marks of said party. The court considered the general knowledge by CUSTI MIKELO of POLO/LAUREN’s trade mark in the textile sector, prior to the time of the application, proven. Such a knowledge constituted, in the court’s view, an objective and relevant indication that the defendant’s intention at the date of filing the application for registration of the disputed trade mark was only to obtain a right to a shield that would protect its use according to the doctrine in force at that time.

Along with the abovementioned, in relation to the trade mark infringement, the court considered that there was a likelihood of confusion among the trade marks, as they were granted. First, there was—due to the figurative element—at least an average visual and conceptual similarity. Second, the goods were in the same classes, which by means of the principle of interdependence reduces the importance of the differences among the said signs where, as stated, the dominant element or at least the prevailing one was the figurative one.

In the end, the Court declared the invalidity of the trade mark because there was bad faith when the defendant filed the application. It also found that there was a likelihood of confusion between the disputed trade marks and the use of the polo player.

(4) The judgment considers that, in order to grant the invalidity of a trade mark due to bad faith, it is relevant to evaluate it taking into account the notoriety of the trade mark and, as in this case, if what has been intended is a registration fraud knowing the prior trade mark. This judgment also raises some interest as it states that, in relation to the knowledge of the possible incompatibility and the bad faith, it can be presumed that the applicant for a trade mark application that a third party was using knew about it, where there is general knowledge of such use in the economic sector concerned.

Regarding the likelihood of confusion, the criterion of assessing the dominance of a figurative element as opposed to a word element is very relevant from a practical perspective, as the general rule states that when a trade mark is composed of words and figurative elements, the former are, in principle, more distinctive than the latter, since the average consumer will more easily refer to the product by citing its name than by describing the figurative element of the trade mark. According to the court, in this case, the general rule should be excepted given that there was a parasitic intent on the side the defendant, which in this case, was evidenced by the predominance of the figurative sign. In addition, there was a high visual and conceptual similarity among the figurative elements used by the defendant regardless of the denominative content.

2. Legal relevance of trade mark coexistence agreements

(1) Provincial Court of Barcelona, Section 15, Ice Mountain Ibiza, S.L. v Benetton Group, S.R.L. decision No. 1067/2022, 21 June, 2022

(2) The plaintiff, ICE MOUNTAIN IBIZA S.L., filed an action for revocation for non-use of certain registered trade marks of the defendant BENETTON GROUP, S.R.L. (hereinafter, BENETTON) ( Fig. 22 ).

The BENETTON trade marks.

The Provincial Court of Barcelona upheld the first instance ruling dismissing the claim, stating the revocation action contravened the trade mark coexistence agreement signed by the parties and therefore upheld the plea of settlement or res judicata raised by BENETTON.

The court did not enter into the analysis of the revocation due to lack of use filed by the plaintiff against certain BENETTON’s trade marks in relation to all the goods and services for which they were registered (the claim does not specify which goods and services allegedly would not be being used in a real and effective manner), by accepting the plea of res judicata alleged by BENETTON based on the trade mark coexistence agreement. In this sense, the court stated that the Spanish Supreme Court has admitted the validity of trade mark coexistence agreements and their transactional nature, as well as the possibility of opposing the transaction in a trade mark invalidity proceeding (Decision of 14 December, 1988, ES:TS:1988:8806) and also that the exceptio pacti or exception of transaction binds the court of the subsequent proceeding when the same subjective and objective elements of said material res judicata concur. The interpretation of the clause by the court was not in doubt, insofar as it prohibited the defendants from bringing any actions against the use and registration of BENETTON’s trade marks with the sign aforementioned.

(4) The court considered that a trade mark coexistence agreement has the effect of res judicata between the parties, in accordance with the provisions of Article 1816 of the Spanish Civil Code, and binds a court in a subsequent proceeding when there is an identity of subjective and objective elements, preventing the parties from bringing actions against each other or registering the trademarks included in the agreement.

From a practical perspective, the Provincial Court’s ruling is particularly important since it states that a transaction, whether judicial or extrajudicial, produces the effect of replacing a disputed legal relationship for another certain and uncontested one, extinguishing the rights and actions on which it is based and originating new links and obligations. For this reason, the possibility of bringing actions affecting pre-existing situations prior to the transaction, which have lost their legal protection by being settled, has been denied.

1. UK-registered designs for hoody and T-shirt invalid due to previous disclosure

(1) Ahmet Erol v Posh Fashion Ltd [2022] EWHC 195 (IPEC), 8 February, 2022, case no.: IP-2019-000124.

(2) In this case, the Intellectual Property Enterprise Court (IPEC) considers a claim for infringement of registered designs and a counterclaim for invalidity. The decision focuses on the legal and substantial requirements for a design registration to be valid.

(3) Ahmet Erol owns two UK-registered designs, both registered on 18 May, 2011 ( Fig. 23 ).

Ahmet Erol’s UK-registered designs.

Mr Erol issued proceedings against Posh Fashion Ltd for infringement of his registered designs. Posh Fashion sought to invalidate both designs on the basis that neither of them were new and/or had individual character. The key issues at trial were identified at a Case Management Conference as being

whether Mr Erol’s designs were new as of the registration date of the applications;

whether Mr Erol’s designs had individual character as of the registration date of the applications and

whether Posh Fashion’s garments produced a different overall impression from the registered designs on the informed user.

Posh Fashion relied on three items of prior art, namely,

A brochure produced by Urban Attitude from 1999 containing two designs (depicted below):

EX10, which appeared under a section headed ‘ Expantex Teeshirts’ and

EH03, under a section headed ‘Printed Hooded Tops’ .

The brochure also included order forms for ‘printed teeshirts’ in the colour grey ( Fig. 24 ).

A poor-quality image—found using the Wayback Machine—of a red hoody said to bear the same ‘London + Flag + England’ legend logo and said to have been on the website of the Lambert Souvenirs website (a tourist outlet that operated both online and from premises in London), in March 2008 ( Fig. 25 ).

Images of hats and caps from a brochure produced by KK Hosiery, run by Mr Zarguly of Posh Fashion, alleged to date back to 2007 to 2008 ( Fig. 26 ).

The issue of infringement largely fell away during the trial and the key issue to be determined at trial was therefore whether or not the designs were valid.

The order forms for printed teeshirts.

Red hoody said to bear the same ‘London + Flag + England’ legend logo.

Images of hats and caps from a brochure produced by KK Hosiery.

Comparing the hoody design against the first piece of prior art at (a), the judge pointed out that (i) the Urban Attitude ‘London+Flag+England’ logo was identical to that in the Hoody Design, (ii) the brochure expressly indicated a hoody and nothing turned on the fact that there was no image in the brochure showing a hoody with the ‘London+Flag+England’ logo, (iii) it made no difference that a hoody from the catalogue might not be the same colour as the Hoody Design ‘ since the colours are all unexceptional ’ and (iv) assuming that the design was novel over the Urban Attitude brochure, it still lacked individual character ‘ since the overall impression in both cases is the same ’.

Consequently, the further point to solve was whether the 1999 brochure did indeed date back to 1999, ie prior to the registration of the designs. As Mr Erol’s arguments that it was forged were not backed up by evidence, the judge concluded that it was genuinely dated from 1999, and therefore, it invalidated Hoody Design. For the same reasons, the 067 design was also invalid having regard to the Urban Attitude Brochure.

Given that, it was not necessary to assess the validity of the design over Lambert Studios or KK Hosiery, which was briefly addressed, confirming the same conclusion.

(4) Unlike the procedure for the granting of patents or the registration of trade marks, there is no substantive examination of UK designs upon filing of the application as regards the requirements for its validity, namely, novelty and individual character. Therefore, owners of registered designs should always be aware of the risks of the validity of their registrations being challenged in infringement proceedings by defendants.

2. Infringement of registered designs in ladies’ knee-high boot

(1) Fairfax & Favor Ltd & Ors v The House Of Bruar Ltd & Ors [2022] EWHC 689 (IPEC), 25 March, 2022, case no.: IP‐2019‐000130

(2) The High Court held that Fairfax & Favor’s UK-unregistered design right and Registered Community Design (RCD) for its heeled riding boots were valid and infringed by a retailer that had been in negotiations with it to supply the boot, and had purchased copies, but decided to source their own versions.

(3) Fairfax & Favor, a luxury leather business, alleged that the House of Bruar, a country fashion retailer, infringed its RCD in its ‘Heeled Regina’ boot (shown below left) and UK unregistered design rights (UKUDR) in the whole boot and parts thereof (shown below right) through sales of the House of Bruar’s own three versions of the boot ( Fig. 27 ). A significant design feature of the boot was an elasticated rear gusset covered with four strips of leather.

‘Heeled Regina’ boot (left) and House of Bruar’s boot (right).

Prior to issuing the claim, Fairfax & Favor had tried to supply the House of Bruar with the boot, but these negotiations had broken down. During the discussions, Fairfax sent a brochure to the House of Bruar, which included the Heeled Regina, and the Heeled Regina boot was later purchased on the House of Bruar’s company credit card. The House of Bruar sought to supply its own version of the boot and included this version in its catalogues. Fairfax & Favor complained, and later versions of the boots were .developed with minor modifications to differentiate the product from the Heeled Regina.

The House of Bruar argued that Fairfax’s UKUDRs were not protectable as the features of the designs (including the panelled gusset) were commonplace. It also unsuccessfully challenged the validity of the RCD based on prior art ( Fig. 28 ), of which the most similar (see later) was only detected following a ‘lengthy and thorough research process’, as the House of Bruar explained in its own evidence (when applying to rely on additional prior art). The recorder, therefore, held that it could not be relied upon as there was no indication that designers in the field would have been aware of it at the time of the Heeled Regina’s creation. In any event, the elasticated gusset was an original design feature that was not found in the prior art, such that the UKUDR and RCD for the Heeled Regina were valid (but the partial designs for the boot without the elasticated panel were commonplace).

Closest piece of prior art relied upon by Fairfax (boot made by Manuel Cejudo).

The recorder also found ‘with no hesitation’ that all versions of the House of Bruar’s boots had been deliberately copied from Fairfax’s designs, noting that the ‘denial of copying’ was incompatible with the documentary evidence. Versions 1 and 2 of the boot were also held to be extremely similar to the Heeled Regina and to have been made substantially to its design. However, the Version 3 boot did not infringe as the different placement of the elasticated gusset was a significant departure from the design.

The House of Bruar was also held to have had sufficient knowledge that their versions of the boots were infringing (having received the brochure and purchased the Heeled Regina) such that Fairfax was successful in an additional claim for secondary infringement of its design.

(4) The recorder in this case cautioned against conducting overly intensive prior art searches after the fact (once infringement has occurred) purely for the sake of justifying that infringement. Finding exceedingly obscure prior art could strengthen a claimant’s case by highlighting the novelty of the design and demonstrating design freedom. Defendants must consider whether prior art would have been in the minds of designers in the field at the time the design was created. This case also highlights the weight placed on documentary evidence to demonstrate copying, and in-house designers should be made aware of the implications of how these records are used.

1. Evidentiary seizure (saisie-contrefaçon) based on an unregistered community design

(1) Court of Appeal of Brussels, VanPauline v van Haren Schoenen BV , case no. 2021/QR/54, 11 January, 2022.

(2) The Brussels Court of Appeal allowed the Dutch-based designer company VanPauline to conduct an evidentiary seizure, based on unregistered community designs for children’s boots and umbrellas ( Fig. 29 ), at the Belgian premises of its Dutch-based competitor Van Haren Schoenen, but it explicitly limited the scope of said evidentiary seizure to Belgium since its jurisdiction was based on the place of infringement.

VanPauline’s unregistered Community designs on children’s boots and umbrellas.

(3) Evidentiary seizure in Belgium is a particularly useful procedure for IP right owners. It allows quick and efficient access to information about an alleged infringer’s production and marketing (eg origin, volume and destination of the infringement). The conditions for obtaining such an evidentiary seizure are, compared to most EU member states, not particularly stringent. This particular case involved two Dutch companies: VanPauline claimed that van Haren Schoenen sold infringing copies of its own children’s rain boots and umbrellas.

The Brussels Court of Appeal found that VanPauline’s unregistered Community design rights in these rain boots and umbrellas were prima facie valid. van Haren Schoenen tried to argue that the designs were disclosed more than 3 years ago and, hence, were no longer protected. To that end, van Haren Schoenen provided Google search results as evidence. But VanPauline successfully proved that the dates mentioned in the search results did not concern its designs or at least managed to cast serious doubts in that respect.

After a finding of prima facie infringement, the Brussels Court of Appeal allowed the evidentiary seizure to proceed. However, it explicitly limited the territorial scope of the seizure to Belgium. VanPauline had not only requested information on the disputed products at the Belgian premises of van Haren Schoenen but had also requested that an expert be authorized to request information on production, distribution and marketing of these products across the entire EU from the Dutch parent company and other daughter companies in other EU Member States. The Brussels Court of Appeal rejected this second request. It ruled that evidentiary seizure is an ex parte procedure—consequently, the Court’s jurisdiction is not based on the domicile of the defendant. A formal defendant only appears in a second stage of the proceedings if and when the seizure decision is opposed. For the seizure decision itself, the place of infringement was the only basis for the Brussels Court of Appeal’s jurisdiction. Thus, any measures the Brussels Court of Appeal could order were limited to the Belgian territory.

(4) This case underlines the usefulness of relying on unregistered Community designs in the fashion industry. They immediately provide designers with enforceable rights against copycats.

The case also raises interesting points on international private law. Community designs provide the possibility of EU-wide measures ( Nintendo v BigBen , C-24/16, C-25/16, EU:C:2017:724). But a Belgian evidentiary seizure is not one of those, according to the Brussels Court of Appeal. Cross-border measures are not possible when jurisdiction is based on the place of infringement. Here, as per the Brussels Court of Appeal’s judgment, ex parte procedures are by definition based on the place of infringement as it lacks a defendant on whose domicile jurisdiction can be based. Evidentiary seizure in Belgium remains nonetheless a powerful tool for IP right owners. But the Brussels Court of Appeal has made it clear that this measure must stay within the boundaries of the Belgian territory, even if based on an EU-wide IP right.

B. Czech Republic

1. seller of counterfeits cannot claim that the list of its authorized importers is a trade secret.

(1) Supreme Administrative Court, BRASTY GROUP s.r.o. v Customs Office , case no. 6 Afs 149/2020, 27 September, 2022

(2) The list of authorized importers of goods, which is generally available or traceable in relevant business circles, is not a trade secret.

(3) Customs seized over 3000 watches with the ‘Fossil’ signs affixed onto them at the premises of BRASTY GROUP s.r.o. (the Plaintiff) on suspicion of IP rights infringement. This suspicion arose from the disparity in the prices of the goods sold by the Plaintiff and the prices of the original goods, the failure to prove the origin of the goods and the way in which the goods had been acquired.

The Plaintiff objected to the seizure of the goods. Since that objection was not upheld, the Plaintiff brought a court action appealing against the decision. In its action, the Plaintiff argued inter alia that the Customs Office was obliged to prove and justify its suspicion of infringement of IP rights in the protocol on the seizure of goods. It further argued that the suspicions of the customs authorities were not sufficient and well-founded and that the reasons for the fulfilment of the conditions for the seizure of the goods were also insufficient. According to the Plaintiff, the customs authorities should have had sufficient indications for such a suspicion of infringement (the suspicion must have been of a certain quality). The Plaintiff further argued that information on the origin and distribution networks of the goods was part of its trade secrets.

The Supreme Administrative Court stated that the Customs Office had no legal obligation to explain or document the reasons for the inspection in the protocol on the seizure of goods. According to the court, in order to seize goods, the Customs Office must have sufficient indications (leading to a suspicion) and these indications must always be assessed as an overall picture. At the same time, the court made it clear that the purpose of the seizure of the goods is merely to temporarily detain the goods and to create space for the exercise of the applicable rights. Only the court in civil proceedings can decide whether the goods are counterfeit. On the issue of trade secrets, the court stated that while in certain circumstances, the details of the suppliers of goods might be subject to trade secrets, lists of authorised importers, which were generally available or searchable in the relevant business circles, could not be considered to be trade secrets (such information did not satisfy the ordinary unavailability element required for trade secrets).

(4) Trade secrets are defined in the Czech Civil Code in very general terms and are considered more precisely only in case law. The court has provided helpful clarification of when a list of importers of goods can constitute a trade secret and when it will not. Furthermore, the ruling that a mere suspicion is sufficient to detain goods is important for the purposes of IP rights enforcement. According to the court, it would be too late to seize goods after the Customs Office has managed to gather relevant evidence of infringement.

1. Amazon.com listings found to target UK and EU

(1) Lifestyle Equities CV and another v Amazon UK Services Ltd and others [2022] EWCA Civ 552 and [2022] EWCA Civ 634, 4 May, 2022, and 12 May, 2022, case no.: CA-2021-000592

(2) The Court of Appeal overturned the decision of the High Court and upheld Lifestyle Equities’ trade mark infringement claim against Amazon, on the basis that the listing and sale of ‘Beverly Hills Polo Club’ (‘BHPC’) branded products on amazon.com constituted use of the BHPC trade marks in the UK and EU.

(3) Lifestyle Equities was the owner and exclusive licensee of UK and EU trade mark registrations related to the BHPC brand, for a range of goods including clothing, luggage, watches and perfumery. The US trade mark registrations relatedto the BHPC brand were owned by a commercially unrelated party (BHPC Associates LLC), which marketed identical goods in the USA to those covered by Lifestyle Equities’ UK and EU trade mark registrations. BHPC Associates consented to the listing of BHPC goods on the US website amazon.com.

Lifestyle Equities brought trade mark infringement proceedings against Amazon under Article 9(2)(a) of the EUTMR and section 10(1) of the Trade Marks Act 1994, claiming that Amazon infringed its BHPC UK and EU trade marks by advertising, offering for sale and selling BHPC goods in the UK and EU via amazon.com.

At first instance, the High Court dismissed Lifestyle Equities’ claim, on the basis that the listings on amazon.com did not target UK or EU consumers. Relevant factors in the judge’s assessment included the fact that UK and EU customers shopping on amazon.com faced disadvantages in terms of delivery times and shipping costs, as well as the lower volume of traffic from UK/EU visitors to amazon.com (compared with the website traffic from US visitors).

Nevertheless, the Court of Appeal made clear that the label of ‘targeting’ should not distract from the central issue, being whether there was use of the mark in the relevant jurisdiction. This issue had to be considered in relation to each type of alleged infringing act and should not be conflated with the more general question of which jurisdiction(s) was targeted by the amazon.com website as a whole. The Court of Appeal held that the ‘review your order’ page, the product details page and search results pages on amazon.com were all advertisements and offers for sale of BHPC goods on amazon.com, constituting use of the BHPC marks in the UK and EU—relevant considerations included the facts that price and shipping costs were in GBP at the order review stage and that the products were advertised as being available to ship to the UK. The Court of Appeal further held that the resulting sales of the BHPC goods to UK and EU customers constituted use of the marks in the UK and EU.

In the Court of Appeal’s subsequent judgment on various consequential issues, Lifestyle Equities’ requests for an injunction to restrain infringement of the BHPC marks by Amazon and an inquiry into damages were granted. However, Lifestyle Equities’ request for declarations that its BHPC marks had been infringed by Amazon was refused on the basis that the declarations were unnecessary and could be misinterpreted by third parties as meaning that any listings of BHPC goods on amazon.com would infringe Lifestyle Equities’ marks when this might not always be the case. Amazon's request for permission to appeal to the Supreme Court was refused by the Court of Appeal but has subsequently been granted by the Supreme Court.

(4) The Court of Appeal’s judgment provides a helpful summary of the current case law on targeting and makes clear that the assessment on whether a trade mark is used in the relevant territory is the same whether the context is genuine use or infringing use. The case highlights that the question of targeting is very fact-specific and that a blanket approach to the entire website is not appropriate: rather, each alleged infringing use on a website should be assessed individually. Indeed, despite finding that Amazon’s listings for BHPC goods on amazon.com were infringing, the Court of Appeal’s judgment on consequential issues makes it clear that there could be circumstances in which Amazon’s listings for BHPC goods on amazon.com would not infringe Lifestyle Equities’ marks, even where these listings could be viewed by UK and EU consumers.

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Sustainable style: How fashion can afford and accelerate decarbonization

Fashion brands, big and small, have made ambitious, public commitments to creating more sustainable apparel by 2030. But keeping pace with their decarbonization commitments has been a challenge across the industry.

About two-thirds of brands, according to a new McKinsey analysis, are behind on their own decarbonization schedules, and 40 percent have seen their emissions output increase since making their sustainability commitments.

Today, the global fashion industry accounts for an estimated 3 to 8 percent of total greenhouse gas (GHG) emissions, and the industry’s emissions are expected to increase by about 30 percent by 2030 if no further action is taken. 1 For more, see Fashion on climate: How the fashion industry can urgently act to reduce its greenhouse gas emissions , Global Fashion Agenda and McKinsey, 2020; and The State of Fashion 2024: Finding pockets of growth as uncertainty reigns , The Business of Fashion and McKinsey, November 29, 2023. There’s a particular sense of urgency for fashion to abate emissions as quickly as possible, since several countries that are likely to experience the greatest devastation from climate change are central to fashion’s value chain. Intense and frequent weather-related events occur in primary manufacturing countries—such as Bangladesh, China, India, and Vietnam—which export an estimated $65 billion worth of apparel. 2 The State of Fashion 2024: Finding pockets of growth as uncertainty reigns , The Business of Fashion and McKinsey, November 29, 2023.

Accelerating abatement without affecting the industry is achievable. In fact, it could be more affordable than fashion executives might think. Our research shows that most fashion brands could reduce their GHG emissions by more than 60 percent for less than 1 to 2 percent of their revenues. (This excludes levers related to reselling, renting, and repairing fashion, which would reduce a brand’s emissions intensity significantly but also be dependent on consumer behavior shifts.)

In the following article, we have identified six challenges that if overcome would see the fashion industry making more progress in reducing its GHG emissions, as well as six cost-effective actions that can help accelerate decarbonization.

Most fashion brands could reduce their greenhouse gas emissions by more than 60 percent for less than 1 to 2 percent of their revenues.

Progressing toward decarbonization commitments is proving difficult

Methodology.

We assessed the brands and retailers with revenues above $1 billion that are included in the Carbon Disclosure Project (CDP) and have publicly available decarbonization targets for 2030. 1 Twenty-five of the companies in our analysis have 2030 targets. Five companies have targets between 2028 and 2032. For simplicity, we refer to all targets as “2030 targets” throughout this piece. The resulting sample represents 30 brands with combined 2022 revenues of more than $300 billion.

We define emissions intensity as greenhouse gas (GHG) emissions divided by revenue, as a proxy for emissions per unit of production. Most brands have set absolute emissions targets, but since many of the brands also have ambitions to expand their businesses, their emissions intensity reductions will need to be higher than their absolute reductions. Emissions intensity is preferable to look at as it takes out volume fluctuation effects.

The historical annual reduction in emissions intensity is calculated from the baseline year to the reported year (2022). The baseline year differs for each company and is the year when the company’s emissions target was established.

Future annual reductions in emissions intensity as required to reach targets are estimated from the reporting year (2022) to the target year. Revenues are forecasted until the target year by extrapolating historical growth rates (2017–22). Companies with low historical growth (less than 3 percent) are assumed to achieve the expected industry growth rate of 3 percent, companies with medium growth (less than 7 percent) are assumed to grow at 5 percent, and companies with high growth (greater than 7 percent) are assumed to grow at 7 percent.

We chose to examine progress for Scope 3 GHG emissions to assess fashion businesses’ progress across the value chain, since about 70 percent of emissions come from upstream activities.

For more on this, read our Fashion on climate report .

As expectations from regulators, consumers, investors, and employees have shifted, fashion brands have made public sustainability pledges to reduce their GHG emissions. On average, fashion businesses included in our analysis have committed to reducing Scope 1 and 2 emissions by about 55 percent and Scope 3 emissions by about 35 percent by 2030. To assess each brand’s progress on Scope 3 emissions, we compared brands’ historical rates of emissions reduction with the pace of change required to reach their emissions targets (see sidebar “Methodology”). Despite ongoing efforts, we find that brands are struggling to keep pace with their decarbonization targets.

Our analysis has found that two in five brands have seen their emissions intensity increase. Only 37 percent are on track to reach their 2030 decarbonization goals, assuming they continue to reduce their emissions intensity at their current paces (Exhibit 1).

Pressure to decarbonize is growing

Regulatory changes and consumer expectations are compelling fashion businesses to accelerate their decarbonization efforts.

Eighty-seven percent of fashion executives surveyed in our 2024 The State of Fashion report said they think sustainability regulations will affect their businesses in the year ahead. The European Union is introducing its Corporate Sustainability Reporting Directive and proposals for a new Ecodesign for Sustainable Products Regulation, a revision to the Waste Framework Directive that includes a mandatory and harmonized Extended Producer Responsibility and a Green Claims Directive. The Green Claims Directive could empower regulators to impose fines of at least 4 percent of a company’s annual revenue for specific infringements. Individual member states in the European Union are also implementing new measures. In France, for example, the Anti-Waste Circular Economy Act requires that all textile products sold in France are labeled with an environmental score.

The United States is also seeing regulatory changes at the state level. New York’s proposed Fashion Sustainability and Social Accountability Act, if passed as drafted, would require large fashion companies doing business in New York to map at least 50 percent of their supply chains and disclose their environmental impact. In addition, the US Securities and Exchange Commission has implemented rules that are meant to provide investors with reliable and comparable data on climate risk and obligate companies to disclose climate-related information. Meanwhile, there is similar evidence from grocery retail that consumers increasingly care about sustainability and shift their spending accordingly. In a joint study from McKinsey and NielsenIQ (examining US grocery sales data from 2017 to 2022), we found that products across food and nonfood categories (such as household and personal care) with two or more sustainability claims grew twice as fast as those with only one . 1 “ Consumers care about sustainability—and back it up with their wallets ,” McKinsey and NielsenIQ, February 6, 2023.

Because the fashion industry does not require the same certification standards that are seen in grocery retail, it’s more difficult to quantify consumer demand for sustainable products in fashion. This lack of common sustainability certifications can make it challenging for consumers to navigate and make educated purchase choices. In addition, a McKinsey analysis of European fashion brands concludes that consumers perceive few fashion brands to be sustainable, meaning it may be difficult for consumers to find sustainable fashion products on the market.

The remaining 63 percent of brands in our analysis will need to accelerate their abatement action if they are to reach their 2030 targets. Twenty-three percent will need to increase their abatement progress by up to ten percentage points a year. The other 40 percent need to increase their abatement progress by more than ten percentage points a year to reach their 2030 targets, which represents a major acceleration in their progress. The need for renewed action is urgent, as 40 percent of brands have increased their emissions intensity since making their sustainability commitments (see sidebar “Pressure to decarbonize is growing”). An increase in emissions intensity can be caused by a mix of factors, such as higher sales of trendy oversize products, overproduction caused by demand management challenges, and an increased reliance on air- and truck-based transportation due to supply chain disruptions.

Six challenges fashion brands can address to become more sustainable

We have identified six persistent challenges that make sustainability transformations 3 While our above analysis focuses on decarbonization and Scope 3 emissions, the findings can be applied broadly to how fashion is tackling other sustainability challenges. inherently complex for fashion brands. Brands will need to overcome them to meet their goals.

1. Keeping sustainability a core priority even when times are tough

While most fashion executives have made public sustainability commitments, translating them into action continues to be a challenge. When finite resources become stretched and executives focus on tightening margins, sustainability initiatives can often take a back seat. This is propelled by the fact that sustainability measures may be seen as having a short-term cost, by consuming either financial resources or time and attention, while the positive impact on sales occurs over the long term and is difficult to directly measure.

2. Putting sustainability at the heart of the business

Achieving meaningful sustainability targets means that initiatives have to penetrate the entire operating model, from design and sourcing to marketing and retail operations. These are difficult changes to make because they require teams to adopt new ways of working and require more collaboration across business functions.

3. Charting a decarbonization path is complex

Decarbonization in fashion is not straightforward. Charting an optimal path at minimal cost requires deep insights into a brand’s supplier footprint across tiers, as well as an understanding of technical topics such as emissions hot spots, production machinery, biofuels, renewable electricity, and energy efficiency.

4. The fashion industry needs more supply chain transparency

Emissions baseline setting and impact measuring are complex tasks and require primary data, such as that from a manufacturing facility, which demands new levels of supply chain transparency. Most brands don’t have a direct relationship beyond their tier-one suppliers and rely on industry-average data for tier-two emissions. Relying on secondary data can be problematic, as we have found up to a 20 percent difference in emissions when comparing a brand’s life cycle assessments based on primary data with its assessments based on industry-average data.

5. Implementation is consistently underestimated

It’s not enough to identify the large-scale changes required to lower emissions. Executing these changes is often where fashion businesses may struggle. To implement decarbonization strategies quickly and at scale, fashion executives can approach them with the same force and rigor as they have with their digital transformations. This includes creating a rigid road map, reporting mechanisms, incentives, capabilities, and true business ownership.

6. The supplier landscape is fragmented

Big fashion brands work with hundreds or sometimes thousands of suppliers, which makes it difficult or even impossible to engage on sustainability initiatives with each one of them. For their part, suppliers have multiple competing brands as customers, and few suppliers have the scale and financial resources to make the capital investments needed to become more sustainable. Instead, they rely on brands to take an active role in facilitating change. Brands are disincentivized to finance production improvements since these improvements would also benefit their competitors.

Even with these six challenges, fashion may actually be well positioned to achieve its decarbonization goals. This is because most costs and value added in fashion come from low-carbon activities, such as design and marketing, while emissions are concentrated over a few activities, such as raw material production, shipping, and wet processing. Therefore, much of what is required for accelerated decarbonization can be delivered at a modest cost relative to retail price. 4 Fashion on climate: How the fashion industry can urgently act to reduce its greenhouse gas emissions , Global Fashion Agenda and McKinsey, 2020. Outside of the environmental benefits of decarbonization, sustainability can significantly strengthen a fashion brand’s brand equity, encouraging more consumers to shop with it.

Six actions can help accelerate decarbonization in fashion

Drawing on sustainability successes in other industries, as well as our work in the fashion industry, we have identified six actions that if applied could help fashion businesses propel systematic improvements in their supply chains and reach their decarbonization targets (Exhibit 2).

1. Create commercial value from your sustainability strides

Understand precisely what your consumers care about with respect to sustainability to determine your distinct brand and value proposition. Work actively at every level—including corporate, brand, and product—to translate achievement of those sustainability goals into powerful, consumer-facing offers that can build brand equity. This could include emphasizing information about a product’s materials. Brands could also create compelling offers for net-zero product lines, radical supply chain transparency, industry-leading decarbonization targets, or circular business models. These offers must be rooted in fact.

2. Focus on the big two: Material transition and tier-two-supplier energy transition

Because fashion businesses rely heavily on fossil-fueled energy in primary manufacturing countries, transforming fibers into garments represents about 70 percent of emissions; most of these emissions come from fabric production (mostly dyeing and wet processing) and fiber production. 5 Fashion on climate: How the fashion industry can urgently act to reduce its greenhouse gas emissions , Global Fashion Agenda and McKinsey, 2020. Innovative green materials—including cotton replacements, recycled materials, and bio-based leather alternatives—are becoming more widely available at lower costs. The most promising materials require minimal compromise in performance and little, if any, additional cost once supply scales. Using green materials also helps create more commercial value and develop cost efficiencies.

To reduce emissions at material processing facilities, fashion brands could work with their suppliers on energy efficiency improvements, energy production technology shifts (such as switching production technology to solar or industrial heat pumps), and renewable-electricity accessibility. To do so, brands could move toward a more strategic sourcing strategy focused on a higher degree of consolidation and close supplier engagements.

3. Build a carefully prioritized, robust road map

A well-defined road map could answer both the “what” and the “how” to transform a fashion business’s decarbonization strategy faster and at a lower cost. Start by creating a detailed view of emissions baselines and decarbonization levers. Then, prioritize and order actions based on abatement potential, cost, speed, and commercial value. Use a marginal abatement cost curve, which compares the abatement potential and cost of each lever. 6 New at McKinsey , “A revolutionary tool for cutting emissions, ten years on ,” April 21, 2017. Executives who choose to take an ambitious approach to building their road map can benefit from becoming market leaders. A new and more strategic sourcing approach, for example, could reduce emissions more than a fragmented, piecemeal approach.

4. Get granular on data

Access to reliable data is essential if fashion businesses are going to progress through their decarbonization journeys, comply with sustainability regulations, and provide sustainability information to consumers. Brands must move from industry-average data to primary data. Primary data offer more precise, brand-specific insights about emissions baselines, levers, and progress. This will require partnerships with leading traceability and impact measurement providers and close collaboration with suppliers.

5. Boost execution and transformation management

To overcome the execution challenges in a sustainability transformation, businesses could draw on the transformation playbook used for achieving higher margins or reducing costs. This means going from a softer approach, with top-level sustainability targets and a dedicated team but no solid transformation plan, to an action-based approach. The senior executives leading this team can be made accountable for its progress, assign tasks to various leaders within an organization, and create a rigid transformation plan with systematic progress tracking and clear governance in place.

6. Make collaborations action oriented

The entire fashion ecosystem will need to collaborate if the industry’s decarbonization goals are to become a reality. Brands with meaningful supplier overlaps, for example, could jointly define decarbonization pathways and create a critical mass to invest in supplier decarbonization initiatives. Collaborating on initiatives, such as increasing suppliers’ access to renewable energy, could lead to more impactful changes than if a brand were to pursue smaller-scale initiatives on its own. Brands could also collaborate with financial institutions to help suppliers get better access to sustainability-linked financing.

Not only will taking these actions help fashion executives achieve accelerated GHG abatement at a modest cost, but they can also create substantial business value in sustainable transformations. To capture the opportunity, time is of the essence. Early movers can realize commercial value and positive effects on brand equity for years to come. We also see an early-mover advantage on the cost side: while the cost of sustainable solutions will likely fall over time, we expect that a widening supply-and-demand gap in the near term will increase the price of scarce sustainable solutions and assets (including materials, machinery needed for decarbonization, renewable energy, and manufacturers with more sustainable processes). Moving early can help a brand secure access at lower prices than its peers can and reach its 2030 decarbonization targets.

For the fashion industry, the hard part of becoming more sustainable isn’t deciding to begin the journey; it’s maintaining progress. This is where true leaders can reveal themselves.

Jonatan Janmark is a partner in McKinsey’s Stockholm office, Karl-Hendrik Magnus is a senior partner in the Frankfurt office, Ignacio Marcos is a senior partner in the Madrid office, and Evan Wiener is a senior adviser in the Munich office.

The authors wish to thank Nic Cornbleet, Nikolai Langguth, and Lærke Wolf for their contributions to this article.

This article was edited by Alexandra Mondalek, an editor in the New York office.

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Victor Mukhin

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Title : Active carbons as nanoporous materials for solving of environmental problems

However, up to now, the main carriers of catalytic additives have been mineral sorbents: silica gels, alumogels. This is obviously due to the fact that they consist of pure homogeneous components SiO2 and Al2O3, respectively. It is generally known that impurities, especially the ash elements, are catalytic poisons that reduce the effectiveness of the catalyst. Therefore, carbon sorbents with 5-15% by weight of ash elements in their composition are not used in the above mentioned technologies. However, in such an important field as a gas-mask technique, carbon sorbents (active carbons) are carriers of catalytic additives, providing effective protection of a person against any types of potent poisonous substances (PPS). In ESPE “JSC "Neorganika" there has been developed the technology of unique ashless spherical carbon carrier-catalysts by the method of liquid forming of furfural copolymers with subsequent gas-vapor activation, brand PAC. Active carbons PAC have 100% qualitative characteristics of the three main properties of carbon sorbents: strength - 100%, the proportion of sorbing pores in the pore space – 100%, purity - 100% (ash content is close to zero). A particularly outstanding feature of active PAC carbons is their uniquely high mechanical compressive strength of 740 ± 40 MPa, which is 3-7 times larger than that of such materials as granite, quartzite, electric coal, and is comparable to the value for cast iron - 400-1000 MPa. This allows the PAC to operate under severe conditions in moving and fluidized beds. Obviously, it is time to actively develop catalysts based on PAC sorbents for oil refining, petrochemicals, gas processing and various technologies of organic synthesis.

Victor M. Mukhin was born in 1946 in the town of Orsk, Russia. In 1970 he graduated the Technological Institute in Leningrad. Victor M. Mukhin was directed to work to the scientific-industrial organization "Neorganika" (Elektrostal, Moscow region) where he is working during 47 years, at present as the head of the laboratory of carbon sorbents. Victor M. Mukhin defended a Ph. D. thesis and a doctoral thesis at the Mendeleev University of Chemical Technology of Russia (in 1979 and 1997 accordingly). Professor of Mendeleev University of Chemical Technology of Russia. Scientific interests: production, investigation and application of active carbons, technological and ecological carbon-adsorptive processes, environmental protection, production of ecologically clean food.

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40 facts about elektrostal.

Written by Lanette Mayes

Modified & Updated: 02 Mar 2024

Reviewed by Jessica Corbett

Elektrostal is a vibrant city located in the Moscow Oblast region of Russia. With a rich history, stunning architecture, and a thriving community, Elektrostal is a city that has much to offer. Whether you are a history buff, nature enthusiast, or simply curious about different cultures, Elektrostal is sure to captivate you.

This article will provide you with 40 fascinating facts about Elektrostal, giving you a better understanding of why this city is worth exploring. From its origins as an industrial hub to its modern-day charm, we will delve into the various aspects that make Elektrostal a unique and must-visit destination.

So, join us as we uncover the hidden treasures of Elektrostal and discover what makes this city a true gem in the heart of Russia.

Key Takeaways:

Elektrostal, known as the “Motor City of Russia,” is a vibrant and growing city with a rich industrial history, offering diverse cultural experiences and a strong commitment to environmental sustainability.
With its convenient location near Moscow, Elektrostal provides a picturesque landscape, vibrant nightlife, and a range of recreational activities, making it an ideal destination for residents and visitors alike.

Known as the “Motor City of Russia.”

Elektrostal, a city located in the Moscow Oblast region of Russia, earned the nickname “Motor City” due to its significant involvement in the automotive industry.

Home to the Elektrostal Metallurgical Plant.

Elektrostal is renowned for its metallurgical plant, which has been producing high-quality steel and alloys since its establishment in 1916.

Boasts a rich industrial heritage.

Elektrostal has a long history of industrial development, contributing to the growth and progress of the region.

Founded in 1916.

The city of Elektrostal was founded in 1916 as a result of the construction of the Elektrostal Metallurgical Plant.

Located approximately 50 kilometers east of Moscow.

Elektrostal is situated in close proximity to the Russian capital, making it easily accessible for both residents and visitors.

Known for its vibrant cultural scene.

Elektrostal is home to several cultural institutions, including museums, theaters, and art galleries that showcase the city’s rich artistic heritage.

A popular destination for nature lovers.

Surrounded by picturesque landscapes and forests, Elektrostal offers ample opportunities for outdoor activities such as hiking, camping, and birdwatching.

Hosts the annual Elektrostal City Day celebrations.

Every year, Elektrostal organizes festive events and activities to celebrate its founding, bringing together residents and visitors in a spirit of unity and joy.

Has a population of approximately 160,000 people.

Elektrostal is home to a diverse and vibrant community of around 160,000 residents, contributing to its dynamic atmosphere.

Boasts excellent education facilities.

The city is known for its well-established educational institutions, providing quality education to students of all ages.

A center for scientific research and innovation.

Elektrostal serves as an important hub for scientific research, particularly in the fields of metallurgy, materials science, and engineering.

Surrounded by picturesque lakes.

The city is blessed with numerous beautiful lakes, offering scenic views and recreational opportunities for locals and visitors alike.

Well-connected transportation system.

Elektrostal benefits from an efficient transportation network, including highways, railways, and public transportation options, ensuring convenient travel within and beyond the city.

Famous for its traditional Russian cuisine.

Food enthusiasts can indulge in authentic Russian dishes at numerous restaurants and cafes scattered throughout Elektrostal.

Home to notable architectural landmarks.

Elektrostal boasts impressive architecture, including the Church of the Transfiguration of the Lord and the Elektrostal Palace of Culture.

Offers a wide range of recreational facilities.

Residents and visitors can enjoy various recreational activities, such as sports complexes, swimming pools, and fitness centers, enhancing the overall quality of life.

Provides a high standard of healthcare.

Elektrostal is equipped with modern medical facilities, ensuring residents have access to quality healthcare services.

Home to the Elektrostal History Museum.

The Elektrostal History Museum showcases the city’s fascinating past through exhibitions and displays.

A hub for sports enthusiasts.

Elektrostal is passionate about sports, with numerous stadiums, arenas, and sports clubs offering opportunities for athletes and spectators.

Celebrates diverse cultural festivals.

Throughout the year, Elektrostal hosts a variety of cultural festivals, celebrating different ethnicities, traditions, and art forms.

Electric power played a significant role in its early development.

Elektrostal owes its name and initial growth to the establishment of electric power stations and the utilization of electricity in the industrial sector.

Boasts a thriving economy.

The city’s strong industrial base, coupled with its strategic location near Moscow, has contributed to Elektrostal’s prosperous economic status.

Houses the Elektrostal Drama Theater.

The Elektrostal Drama Theater is a cultural centerpiece, attracting theater enthusiasts from far and wide.

Popular destination for winter sports.

Elektrostal’s proximity to ski resorts and winter sport facilities makes it a favorite destination for skiing, snowboarding, and other winter activities.

Promotes environmental sustainability.

Elektrostal prioritizes environmental protection and sustainability, implementing initiatives to reduce pollution and preserve natural resources.

Home to renowned educational institutions.

Elektrostal is known for its prestigious schools and universities, offering a wide range of academic programs to students.

Committed to cultural preservation.

The city values its cultural heritage and takes active steps to preserve and promote traditional customs, crafts, and arts.

Hosts an annual International Film Festival.

The Elektrostal International Film Festival attracts filmmakers and cinema enthusiasts from around the world, showcasing a diverse range of films.

Encourages entrepreneurship and innovation.

Elektrostal supports aspiring entrepreneurs and fosters a culture of innovation, providing opportunities for startups and business development.

Offers a range of housing options.

Elektrostal provides diverse housing options, including apartments, houses, and residential complexes, catering to different lifestyles and budgets.

Home to notable sports teams.

Elektrostal is proud of its sports legacy, with several successful sports teams competing at regional and national levels.

Boasts a vibrant nightlife scene.

Residents and visitors can enjoy a lively nightlife in Elektrostal, with numerous bars, clubs, and entertainment venues.

Promotes cultural exchange and international relations.

Elektrostal actively engages in international partnerships, cultural exchanges, and diplomatic collaborations to foster global connections.

Surrounded by beautiful nature reserves.

Nearby nature reserves, such as the Barybino Forest and Luchinskoye Lake, offer opportunities for nature enthusiasts to explore and appreciate the region’s biodiversity.

Commemorates historical events.

The city pays tribute to significant historical events through memorials, monuments, and exhibitions, ensuring the preservation of collective memory.

Promotes sports and youth development.

Elektrostal invests in sports infrastructure and programs to encourage youth participation, health, and physical fitness.

Hosts annual cultural and artistic festivals.

Throughout the year, Elektrostal celebrates its cultural diversity through festivals dedicated to music, dance, art, and theater.

Provides a picturesque landscape for photography enthusiasts.

The city’s scenic beauty, architectural landmarks, and natural surroundings make it a paradise for photographers.

Connects to Moscow via a direct train line.

The convenient train connection between Elektrostal and Moscow makes commuting between the two cities effortless.

A city with a bright future.

Elektrostal continues to grow and develop, aiming to become a model city in terms of infrastructure, sustainability, and quality of life for its residents.

In conclusion, Elektrostal is a fascinating city with a rich history and a vibrant present. From its origins as a center of steel production to its modern-day status as a hub for education and industry, Elektrostal has plenty to offer both residents and visitors. With its beautiful parks, cultural attractions, and proximity to Moscow, there is no shortage of things to see and do in this dynamic city. Whether you’re interested in exploring its historical landmarks, enjoying outdoor activities, or immersing yourself in the local culture, Elektrostal has something for everyone. So, next time you find yourself in the Moscow region, don’t miss the opportunity to discover the hidden gems of Elektrostal.

Q: What is the population of Elektrostal?

A: As of the latest data, the population of Elektrostal is approximately XXXX.

Q: How far is Elektrostal from Moscow?

A: Elektrostal is located approximately XX kilometers away from Moscow.

Q: Are there any famous landmarks in Elektrostal?

A: Yes, Elektrostal is home to several notable landmarks, including XXXX and XXXX.

Q: What industries are prominent in Elektrostal?

A: Elektrostal is known for its steel production industry and is also a center for engineering and manufacturing.

Q: Are there any universities or educational institutions in Elektrostal?

A: Yes, Elektrostal is home to XXXX University and several other educational institutions.

Q: What are some popular outdoor activities in Elektrostal?

A: Elektrostal offers several outdoor activities, such as hiking, cycling, and picnicking in its beautiful parks.

Q: Is Elektrostal well-connected in terms of transportation?

A: Yes, Elektrostal has good transportation links, including trains and buses, making it easily accessible from nearby cities.

Q: Are there any annual events or festivals in Elektrostal?

A: Yes, Elektrostal hosts various events and festivals throughout the year, including XXXX and XXXX.

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Russia could begin full mobilisation after 2024 presidential election, Kyiv official says – as it happened

Secretary of Ukraine’s national security and defence council says Russia has increasingly put its economy onto war footing. This live blog is now closed

Russia-Ukraine war at a glance: what we know on day 635
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Nato supports Bosnia’s territorial integrity and is concerned by “malign foreign interference,” including by Russia , in the volatile Balkans region that went through a devastating war in the 1990s, Nato’s secretary general, Jens Stoltenberg , has said.

Sarajevo is the first stop on Stoltenberg’s tour of western Balkan countries that will also include Kosovo, Serbia and North Macedonia, the Associated Press reports.

“The Allies strongly support the sovereignty and territorial integrity of Bosnia-Herzegovina,” Stoltenberg told reporters. “We are concerned by the secessionist and divisive rhetoric as well as malign foreign interference, including Russia.”

There are widespread fears that Russia is trying to destabilise Bosnia and the rest of the region and shift at least some world attention from its war in Ukraine .

Jens Stoltenberg speaks during a joint press conference after a meeting in Sarajevo, Bosnia and Herzegovina.

Morning summary

The US secretary of defence, Lloyd Austin, arrived in Kyiv on Monday for a visit. “I’m here today to deliver an important message: the United States will continue to stand with Ukraine in their fight for freedom against Russia’s aggression, both now and into the future.”

Two people were killed early on Monday after Russian forces shelled a parking lot in the southern Ukrainian city of Kherson, authorities said. Regional prosecutors opened a war crimes investigation into the artillery strike, which occurred at about 9am (7am GMT) and injured one other person, the regional prosecutor’s office reported.

A Ukrainian soldier and a woman have died after a grenade exploded in a Kyiv apartment, police in the Ukrainian capital have said, but the cause of the blast, which injured a second man, was not immediately clear. Explosives technicians and investigators were working at the scene of Sunday’s explosion in the Dniprovskiy district, Kyiv police said in a statement.

The Ukrainian army said it had pushed back Russian forces “three to eight kilometres” from the banks of the Dnipro River, which if confirmed would be the first meaningful advance by Kyiv’s forces months into a disappointing counteroffensive . Ukrainian and Russian forces have been entrenched on opposite sides of the vast waterway in the southern Kherson region for more than a year, after Russia withdrew its troops from the western bank last November.

A Ukrainian teenager who was taken to Russia from the occupied city of Mariupol during the war and prevented from leaving earlier this year has returned to Ukraine . Bohdan Yermokhin, who turned 18 on Sunday, appealed to Zelenskiy this month to help bring him back to Ukraine. “I believed I would be in Ukraine, but not on this day,” Yermokhin told Reuters while eating at a petrol station after crossing the border.

About 3,000 mostly Ukrainian trucks, including those carrying fuel and humanitarian aid, were stuck on the Polish side of the border on Sunday due to a more than 10-day blockade by Polish truckers, Ukrainian authorities said . Polish truckers earlier this month blocked roads to three border crossings with Ukraine to protest against what they see as government inaction over a loss of business to foreign competitors since Russia’s invasion of Ukraine in February 2022.

Air defence units in Moscow intercepted a drone targeting the city late Sunday, mayor Sergei Sobyanin said . Sobyanin, writing on the Telegram messaging app, said units in the Elektrostal district in the capital’s east had intercepted the drone. No casualties or damage were initially reported. Air defences had also thwarted a drone attack on the Russian capital overnight to Sunday, authorities said earlier.

Russia launched 20 Iranian-made Shahed drones targeting Kyiv and the Cherkasy and Poltava regions overnight into Sunday, the Ukrainian military said, of which 15 were shot down . The overnight strikes on Kyiv were the second attack on the Ukrainian capital in 48 hours, said the city’s military administration spokesperson, Serhii Popko.

Five people including a three-year-old girl were injured in Russian artillery shelling of Kherson on Sunday morning, the Ukrainian interior minister, Ihor Klymenko , said . “All of them sustained shrapnel wounds. The child and the grandmother were walking in the yard. Enemy artillery hit them near the entrance,” Klymenko said on the Telegram messaging app.

The pro-war Russian nationalist Igor Girkin , who is in custody awaiting trial for inciting extremism, said he wanted to run for president even though he understood the March election would be a “sham” with the winner already clear . Girkin, who is also known by the alias Igor Strelkov, has repeatedly said Russia faces revolution and even civil war unless President Vladimir Putin’s military top brass fight the war in Ukraine more effectively. A former Federal Security Service (FSB) officer who helped Russia to annex Crimea in 2014 and then to organise pro-Russian militias in eastern Ukraine, Girkin said before his arrest that he and his supporters were entering politics.

The Kremlin, facing the prospect of a European Union ban on imports of Russian diamonds, said on Monday that EU sanctions tended to have a “boomerang effect” on those who applied them, Reuters reports.

Kremlin spokesperson Dmitry Peskov was commenting on a proposed EU ban on diamond imports from Russia as part of a new sanctions package against Moscow over the conflict in Ukraine .

Russia is the world’s biggest producer of rough diamonds by volume. Peskov told reporters such a move had been anticipated for a long time, but was likely to backfire.

“As a rule, it turns out that a boomerang effect is partially triggered: the interests of the Europeans themselves suffer. So far, we have been able to find ways to minimise the negative consequences of sanctions,” he said.

EU diplomatic sources said last week the proposal under discussion was to ban direct diamond imports from Russia from 1 January and from March to implement a traceability mechanism that would prevent imports of Russian gems processed in third countries.

The Kremlin said on Monday that president Vladimir Putin will set out Russia’s view of what it sees as the “deeply unstable world situation” when he addresses an upcoming virtual G20 summit.

Russian state TV presenter Pavel Zarubin said on his Telegram channel on Sunday that it would be the “first event in a long time” including both Putin and western leaders.

According to the state RIA news agency, the G20 virtual summit will be held on Wednesday.

The Kremlin said on Monday it regretted Finland’s decision to shut crossings on its border with Russia , saying it reflected Helsinki’s adoption of an anti-Russian stance, Reuters reports.

Kremlin spokesperson Dmitry Peskov , speaking at a regular news briefing, also rejected Finland’s accusation that Russia is deliberately pushing illegal migrants towards the border and said that Russian border guards were following all instructions.

Finland, a member of the European Union and – from this year – also of the Nato military alliance, closed four crossings on its border with Russia on Saturday as Helsinki seeks to halt a flow of asylum seekers it says was instigated by Moscow.

The US secretary of defence, Lloyd Austin, arrives in Kyiv on Monday morning.

Two killed by Russian shelling in Kherson, Ukrainian authorities say

Reuters reports that two people were killed early on Monday after Russian forces shelled a parking lot in the southern Ukrainian city of Kherson, authorities said.

Regional prosecutors opened a war crimes investigation into the artillery strike, which occurred at about 9am (7am GMT) and injured one other person, the regional prosecutor’s office reported.

The Kherson governor, Oleksandr Prokudin, said the two dead were drivers for a private transport business.

Images posted on Telegram showed firefighters dousing cars that had been blasted apart, one day after a separate strike on the city wounded five people, including a three-year-old girl.

Russian forces have regularly shelled Kherson from across the Dnipro River since the regional capital was reoccupied by Ukrainian troops last November.

Ukraine said last week it had secured a foothold on the eastern bank of the Dnipro and that its troops were trying to push Russian forces further back.

US defence secretary visits Kyiv

The US secretary of defence, Lloyd Austin, arrived in Kyiv on Monday for a visit, he said on the X social media platform, Reuters reports.

“I’m here today to deliver an important message: the United States will continue to stand with Ukraine in their fight for freedom against Russia’s aggression, both now and into the future.”

The visit comes amid increasing division over Ukraine aid in the US legislature. A joint Ukraine-US military industry conference in Washington is due to take place next month.

That event, due to be held on 6-7 December, is intended to boost Ukraine’s domestic arms production as its fight against a full-scale Russian invasion nears the two-year mark.

Reuters reports that a Japanese delegation led by senior industry and foreign ministry officials and including business representatives is visiting Ukraine on Monday for talks ahead of a reconstruction conference that Japan will host, the industry ministry said.

Japan, which has been supporting Ukraine with funds and by accepting refugees since Russia invaded in February 2022, has also been promoting support for Ukraine at the level of the G7, which Japan chairs this year.

Kazuchika Iwata , the state minister of economy, trade and industry (METI), and the state minister for foreign affairs Kiyoto Tsuji , are visiting together with representatives of Japan companies, METI said in a statement.

In Kyiv, the delegation, which includes members of Keidanren, Japan’s biggest business lobby, in charge of a committee on Ukraine’s reconstruction, plans talks with the prime minister, Denys Shmyhal , government officials and companies.

Shmyhal said this month Ukraine would need budget support of about $42bn this year and next year to plug a massive deficit and aid reconstruction from the devastation caused by Russia’s invasion.

METI said the visit was an opportunity to hear about Ukraine’s needs and to discuss specific projects and accelerate public and private efforts to help.

The Ukrainian president, Volodymyr Zelenskiy – who visited Japan in May during a G7 summit – and the Japanese prime minister, Fumio Kishida, agreed this month to hold a Japan-Ukraine Conference for promotion of Economic Reconstruction in Tokyo on 19 February.

Opening summary

Hello and welcome to the Guardian’s live coverage of the war in Ukraine .

Explosives technicians and investigators were working at the scene of Sunday’s explosion in the Dniprovskiy district, Kyiv police said in a statement.

“A citizen contacted the police with a report that an explosion rang out in a neighbouring apartment,” they added.

The news came as Volodymyr Zelenskiy dismissed the commander of the military’s medical forces , Maj Gen Tetiana Ostashchenko, and said “new priorities had been set” in the operations of Ukraine’s military after a meeting with the defence minister, Rustem Umerov.

“There is little time left to wait for results. Quick action is needed for forthcoming changes,” the Ukrainian president said in his evening video address.

In other key developments:

Russia launched 20 Iranian-made Sha hed drones targeting Kyiv and the Cherkasy and Poltava regions overnight into Sunday, the Ukrainian military said, of which 15 were shot down . The overnight strikes on Kyiv were the second attack on the Ukrainian capital in 48 hours, said the city’s military administration spokesperson, Serhii Popko.

Five people including a three-year-old girl were injured in Russian artillery shelling of Kherson on Sunday morning, the Ukrainian interior minister, Ihor Klymenko, said . “All of them sustained shrapnel wounds. The child and the grandmother were walking in the yard. Enemy artillery hit them near the entrance,” Klymenko said on the Telegram messaging app.

The pro-war Russian nationalist Igor Girkin, who is in custody awaiting trial for inciting extremism, said he wanted to run for president even though he understood the March election would be a “sham” with the winner already clear . Girkin, who is also known by the alias Igor Strelkov, has repeatedly said Russia faces revolution and even civil war unless President Vladimir Putin’s military top brass fight the war in Ukraine more effectively. A former Federal Security Service (FSB) officer who helped Russia to annex Crimea in 2014 and then to organise pro-Russian militias in eastern Ukraine, Girkin said before his arrest that he and his supporters were entering politics.

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Fashion and Culture Dissertation Topics

Introduction

2022 Fashion and Culture D issertation Topics

Topic 2: An investigation into the relevance of culture on social accountability and natural fabric selection by fashion consumers.

Topic 3: An assessment of the impact of global culture on the UK fashion trends.

Topic 4: The relationship of religion with the fashion choices of the consumers in the UK.

Topic 5: An assessment of the evolution of the fashion trends and colour choices in the UK.

Covid-19 Fashion and Culture Research Topics

The role of the fashion industry during the Coronavirus pandemic

Impacts of COVID-19 on people and their culture

Coronavirus and creative sector

The future of fashion, cultural and creative sector after COVID-19

Fashion and Culture Dissertation Topics for 2021

Topic 2: The growing popularity of natural fabrics

Topic 3: Fashion designing in demand

Topic 4: Occasion Shopping Vs. Obsession with shopping

Topic 1: Analysing the role of fashion in re-shaping the western-cultural values: A case study of any western country.

Topic 2: How modern fashion of the 21st century represents the political and cultural ideals of the current era

Topic 3: How has western culture influenced the living standards and preferences of Asian Consumers: A case study of Pakistan and India

Topic 4: Assessing the fashion trends of royal families around the world: Comparative analysis of the UK and Saudi Arabia

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