Imagine a well-branded luxury garment with a recognisable logo and gorgeous features such as custom stitching, embellishments on buttons, hardware such as zips or bag closure mechanisms, packaged in a beautiful, scented bag. Savvy customers appreciate all these hallmarks of high-end fashion products.

But today’s trend of quiet luxury does away completely with prominent names and logos and instead relies on subtle but symbolic details to convey the brand. It’s a new aesthetic of understated affluence and elegance for refined and educated tastes.

Beautiful as these exclusive pieces are, they raise challenges for luxury legal departments to protect brand identity. Are the symbols of quiet luxury legally protectable, like a more traditional name or logo mark is? Gretha Cachia explores how quiet luxury brands can protect their intellectual property in an article for the Global Legal Post. You can read the full article here.