The “Felce Azzurra” case: trademark validity, reputation and the protection of color trademarks
15 July 2026
In its decision of June 10th 2026, the Milan Court addressed the issues of trademark infringement and the validity of a number of trademarks owned by Paglieri S.p.A. In particular, the Court examined the word trademark “Felce Azzurra”, two figurative trademarks (the first consisting of the words “Felce Azzurra” together with the image of a […]
Co-Branding and Fashion Law: Strategic Brand Management and the Protection of IP Assets
17 June 2026
Serena Tavolaro in Conversation with Massimiliano Giulini, General Counsel and Managing Director of La Martina Europe In recent years, co-branding has emerged as one of the most effective strategic tools for enhancing brand value, not only in the fashion industry but also across the lifestyle, design, hospitality and consumer sectors. Brand collaborations are no longer […]China’s trademark law reform: key changes in 2026
17 April 2026
China’s trademark protection system is undergoing profound transformation. Following years of preparatory work initiated by the China National Intellectual Property Administration (CNIPA) in 2018, 2026 is expected to be the year in which the fifth comprehensive revision of China’s Trademark Law enters into force — the first since the partial amendment of 2019. The path […]Upcycling and trademark protection in China: the Louis Vuitton case between product transformation and the exhaustion doctrine
27 February 2026
In the luxury sector, the growing spread of circular economy models and upcycling practices raises complex questions regarding the relationship between sustainability and trademark protection. The reuse of second-hand products responds to an increasingly environmentally conscious demand; however, where reworked goods continue to display the original distinctive signs, the issue arises as to whether such […]Ambush Marketing at the Milano–Cortina 2026 Winter Olympic Games: Intellectual Property Profiles, Risks and Protection
15 January 2026
With the approach of the Milano–Cortina 2026 Olympic and Paralympic Winter Games, the issue of ambush marketing becomes particularly significant, as it brings into focus the interaction between law, communication and market dynamics in a context of exceptionally high visibility. Ambush marketing generally refers to situations in which a brand attempts to create a perceived […]Getty Images vs. Stability AI: the High Court of London on copyright and trademark protection for generative AI
5 December 2025
With its decision of 4 November 2025 in Getty Images (US) Inc. & Others v. Stability AI Ltd., the High Court of Justice in London examined legal issues arising from the use of copyright-protected works and trademarks in the training and operation of generative artificial intelligence systems. The Court analysed the dispute between the owner […]Trademark protection in China between linguistic adaptation and registration strategies
6 November 2025
Entering the Chinese market requires a trademark protection strategy that goes beyond the mere registration of the mark in Latin characters. Local practice and legislation show that the absence of a Chinese version of the trademark represents a critical gap in protection, exposing the company to concrete risks of misappropriation, counterfeiting, and erosion of its […]The historic trademark
22 September 2025
The so-called “historic trademark” registration system was introduced by the Italian Decree No. 34/2019, converted into Law No. 58/2019. Article 11 ter of the Italian Intellectual Property Code (IPC) was thus introduced, setting out the requirements for the historic trademark. This IP title may be requested by owners (or exclusive licensees) of trademarks that have […]