FASHION LAW AS A STRATEGY FOR THE PROTECTION AND GROWTH OF FASHION BRANDS: A LEGAL ANALYSIS BASED ON THE FARM RIO CASE
DOI:
https://doi.org/10.66104/r3ddnq94Keywords:
Administrative Law; Fashion Law; Regulation; Police Power; Intellectual Property.Abstract
This article analyzes Fashion Law from the perspective of Administrative Law, focusing on the role of the State in regulating, supervising, and controlling the fashion industry. It aims to understand how administrative mechanisms contribute to the protection of intellectual property, the suppression of illegal practices, and the promotion of sustainable development within the fashion sector. The research adopts a qualitative methodology of an exploratory and bibliographic nature, based on national legislation, specialized doctrine, and institutional data related to the fashion industry. The theoretical analysis is complemented by an illustrative approach through a case study of the brand FARM Rio, used as a representative example of the dynamics of the fashion market in Brazil. In this context, the study examines the role of administrative bodies, with emphasis on the National Institute of Industrial Property (INPI), highlighting the importance of administrative acts in the granting, maintenance, and protection of trademark and industrial design registrations, as well as in ensuring legal certainty for economic actors. The paper also investigates the exercise of administrative police power as a tool to curb common illegal practices in the sector, such as piracy, unfair competition, and misleading advertising. In addition, it discusses the growing role of the State in the ESG (Environmental, Social and Governance) agenda, particularly in addressing greenwashing and promoting more responsible and transparent business practices. It is observed that the fashion industry, due to its dynamic and globalized nature, requires a more complex regulatory approach capable of balancing innovation, rights protection, and collective interests. In this scenario, Administrative Law plays a central role in structuring the normative framework that guides both public and private actors. The study concludes that Administrative Law plays a structuring role in organizing the fashion industry, ensuring competitive balance, consumer protection, and legal certainty. Furthermore, it serves as a key instrument for the sustainable development of the sector and for the consolidation of brands in the global market.
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