Fast Fashion Trends v. Traditional IP

The recent global fashion trend surrounding Labubus (a plush, cartoon-styled animal that is used as an accessory) highlights how rapidly evolving styles are exposing gaps in traditional IP protection. Trademark infringement typically follows a predictable sequence: identifying the infringing product, sending cease-and-desist letters, initiating USPTO proceedings, or pursuing litigation. Each of these steps takes time.

But in the era of fast fashion and viral micro-trends, speed is everything. By the time a brand uncovers infringement, the copycat has often sold through its inventory and moved on to the next trend. This makes it increasingly difficult for brands to protect their products from trademark misuse or outright copying.

As viral trends continue to accelerate, the trademark system will face growing pressure to adapt. How IP law evolves to safeguard fast-moving, high-visibility products will be an important development to watch—especially as these cases rise in frequency and commercial impact.