Weekly Newsletter, July 5, 2019

Kim Kardashian West is about to add $2.8 million to her considerable net worth after a California judge issued a default judgment against Missguided USA for willfully infringing on the celebrity’s trademarks and right of publicity. Kardashian West filed a lawsuit against the British retailer’s American subsidiary in February after the company repeatedly posted images of Kardashian West to hawk copycat garments on its website. Missguided was doing it so quickly that some followers — including Diet Prada — accused Kardashian of secretly collaborating with the company, an accusation Kardashian West claimed caused her monetary damage.

US copyright law generally doesn’t protect clothing designs, which has given fast fashion free rein to copy designers. But using a celebrity’s image to sell those copies is another matter. “Fast fashion brands are going to have to rethink how they are marketing their copycat designs to the public,” fashion lawyer Elizabeth Kurpis tells me over email, adding that she “wouldn’t be surprised” if Kardashian West soon went after other brands trading on her name and likeness. Other celebrities could also follow suit. (Forgive the pun).

In happier news, fashion is becoming greener, and that’s leading to a host of new job opportunities at fashion companies. Contributor Catrin Davies outlines the six new roles to know in the circular economy. Further on, data editor George Arnett investigates why Germany, home to some of the world’s most eco-conscious shoppers, can’t drop its fast fashion habit — and what that means for the rest of the world. Finally, if you’re looking to boost personalisation and customer loyalty, or attract an unusual new hire, take a moment to revisit Maghan McDowell’s piece on how to build a quiz that works. 

Thanks for reading, we'll see you on Monday. 

LAUREN INDVIK, Chief Editor

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