Fashion brands use colour psychology in designing, labelling, packaging and their marketing campaigns.  

Colour psychology is the study of how different colours affect the behaviour, emotion and mood of an individual. Different colours are generally said to evoke different emotions in an individual as each colour has its own significance and meaning. Let us look at the significance of various colours and how fashion brands are using them.

Red – it is associated with energy, power and boldness. It is a bright colour and is used to denote aggression and defiance. It is a colour of passion and is used by fashion brands to grab attention.

Blue – it is associated with calmness, water and serenity. It has a soothing effect on the mind. It also denotes coldness and lack of emotion. Fashion brands use it to promote reliable products. 

Yellow– it is associated with optimism, creativity and sunshine. It can lift self-esteem and confidence. It represents joy and increases concentration. Fashion brands use it to promote their summer collection. 

Green – it is associated with restfulness, environment and balance. It also represents growth and is used by fashion brands to promote their eco-friendly products. 

Pink – it is associated with feminity, softness and warmth. It denotes romance and is taken to be a nurturing colour. Fashion brands use it to target women in their marketing campaigns for cosmetics and lingerie. 

Black – it is associated with glamour and sophistication. It is said to absorb all the energy. It also creates a sense of heaviness and oppression. It represents night and fashion brands use it to promote their high-end products. 

White – it is associated with purity, freedom and clarity. It is a total reflection and represents innocence and goodness. 

Generally, warm colours are associated with excitement and positivity while cool colours are associated with serenity. These colours can be used to create a cohesive look and feel for the fashion brand, with certain colours becoming associated with the brand’s identity and message. 

The visual appearance of products including a combination of colours can also be registered in the form of trade dress. For protection as trade dress, the packaging of the product should be distinct, it should be non-functional in nature and the colour should give the product a unique identity which helps in distinguishing the product from the competitors. 

For example, if we look at the Hermes packaging, we will instantly recognize the brand the package belongs to, without even looking at the logo. Similarly, Christian Louboutin Red Soles and Tiffany’s Blue packaging are also protected. 

With the rise in digital technology, accurate colour representation is becoming extremely important for a seamless shopping experience for customers as well. 

In conclusion, we can say that the power of colour psychology is undeniable. By understanding colour psychology, fashion brands can create a strong visual identity that can drive their sales and communicate their brand message and contribute to their success in a big way. 

References 

https://www.transcontinentaltimes.com/power-of-colour-psychology-fashion/

https://community.thriveglobal.com/the-psychological-properties-of-colour-in-fashion

https://blog.ipleaders.in/trade-dress-protection/

]]> https://fashionlawjournal.com/luxury-fashion-marketing/ Mon, 15 May 2023 09:56:14 +0000 https://fashionlawjournal.com/?p=7008 Even though the definition of luxury can be subjective, generally a luxury brand is a label that is associated with a certain set of values. In the present times, there has been a significant increase in the number of luxury brands that have entered the fashion industry as the interest of people in luxury items is on the rise.  Some reasons for the same include – 

• Aware customers – More and more customers are educating themselves about the negative impact of fast fashion, and are moving towards sustainable fashion. The luxury brands are positioning themselves as leaders in the industry and are seen as a good alternative.  
• Evolving consumer values – Consumers are placing importance on using fashion as a way of self-expression. Luxury brands are offering personalised services, which appeal to the customers. 
• Social media – Social media has democratized fashion and has made it more accessible to people. Consumers are able to browse and purchase luxury brands online which has created more demand for them. 
• Status symbol– Luxury fashion has become a status symbol for a vast majority. Consumers seek to emulate the lifestyle of their favourite celebrities and influencers, which drives the market for luxury goods. 

Luxury fashion marketing is a subset of marketing that focuses on the brand image to differentiate its products from those of others. It is different from normal marketing as –

• It focuses on creating a functional relationship rather than a functional one alone 
• It focuses on the exclusivity and rarity of the product by having exclusive distribution channels 
• It focuses on the quality of the product, which only the affluent section of the population can afford, rather than the mass market
• It focuses on the heritage and history of the product to establish a long-term relationship with the customers 
• It focuses on creating an unforgettable experience for the customers. 

In response, luxury brands are adapting their marketing strategies in order to make it appealing to a wider audience. The ways in which luxury fashion brands market their products include-  

• Fashion shows– fashion shows are key events that provide an excellent opportunity for the brand to showcase its collection to the audience and the media. They create a theatrical experience and highlight the brand’s image and craftsmanship. It creates anticipation within the public for the collection.
• Product placements – luxury fashion brands use tc shows, movies and music videos to create awareness about the brand. They place the product in a way that aligns with their values. For example, Balenciaga has appeared in music videos for Cardi B.
• Celebrity endorsements and influencer marketing – many luxury fashion brands use celebrity endorsements and influencer marketing to create an aura of exclusivity and glamour. For example, Gucci has used Harry Styles as a brand ambassador. They collaborate with influencers to reach their target audience. For example, Louis Vuitton collaborated with Emma Chamberlain. 

Hence, all of the above can lead to increased brand loyalty, image and perception, higher prices and media coverage for the luxury fashion brands. In conclusion, luxury fashion marketing is a dynamic process that requires a deep understanding of the brand values and target audience.

References 

https://luxurycolumnist.com/luxury-marketing-strategy/

https://textilelearner.net/marketing-strategies-for-luxury-fashion-brands/

https://www.igi-global.com/chapter/the-luxury-market-in-the-fashion-industry/151733

]]> https://fashionlawjournal.com/fashion-as-a-tool-for-freedom-of-expression/ Sat, 13 May 2023 10:50:00 +0000 https://fashionlawjournal.com/?p=7001 According to Article 19 of the universal declaration of human rights, every individual has the right to freedom of expression, including the right to hold opinions and to seek, receive and impart ideas and information by any means without regard to frontiers. It is a crucial aspect of any democracy and a fundamental right, which enables people to challenge authority and promote social change. 

Fashion is subjective and allows individuals to express their identity, personality and emotions. It also acts as a mirror of the society and it can facilitate the democratic ideal and foster community connection. 

The relationship between fashion and freedom of expression is multifaceted. Fashion can be used as a form of communication and can create a sense of belonging or differentiation. It could be a means to conform to social expectations or to rebel against them. 

Throughout history, governments have either forced people to wear particular clothing or tried to wipe out clothing they did not approve of. For example, Jews were forced to wear a yellow star in Nazi Germany. There have been many cases when fashion has been used as a tool for social change.

• The San Culottes movement –  In 18th century France, French revolutionists were named San Culottes, which meant without breeches. It aimed to target their low-class status as they wore full-length trousers in place of breeches over stockings. To combat this, a uniform of loose-fitting clothing was adopted. This was the celebration of a new freedom of expression that would continue into the future. 
• The Suffrage movement –  It campaigned for women’s right to vote in the early 19th century. They used fashion to advocate their cause by emphasizing feminine appearance. Tailored suits were introduced. White was used to symbolize purity and innocence. Purple for loyalty and dignity and green for hope and freedom. Colours not only unified the movement but also served as a visual representation of their goals. All this led to the first wave of feminism. 
• The Black Panther movement – this was a campaign by Black Americans against racial discrimination. They tried to send a message through their fashion choices, which included a black leather jacket, black pants, dark sunglasses and a black beret. It helped manifest the ‘black is beautiful’ sentiment.

Presently, the LGTBQ+ community is a leading example of how fashion can be used as a tool for empowerment and self-expression. They are challenging gender norms and using Rainbow colours to represent diversity. It is a powerful symbol of pride and identity. 

In conclusion, fashion has been used as a powerful tool to bring about social and political changes. It is clear that banning any type of freedom of expression is not healthy and is an indication of the nation’s fear of allowing the people to think, speak and act. The government must support the act of being able to make a personal choice, even when it does approve of it.

In all the social movements people used fashion to express rebellion against the rules of society. It provided them with a collective identity and showed people new perspectives and played an important role in promoting inclusivity. 

References 

https://www.regenesi.com/blogs/stories/expression-homologation-and-repression-what-fashion-do-you-want

https://journals.sagepub.com/doi/full/10.1177/0306422016685961

https://www.thecollector.com/how-social-movements-activism-influenced-fashion-history/

]]> https://fashionlawjournal.com/how-movies-influence-the-fashion-industry/ Mon, 08 May 2023 13:48:15 +0000 https://fashionlawjournal.com/?p=6984 Movies and fashion are two artistic disciplines that share a symbolic relationship, with each influencing the other in different ways. It is pegged as one of the few combinations that work so well. Fashion needs movies to expand and reach people and movies need the support of fashion for the completion of work.

Ways in which movies influence the fashion industry 

• Marketing and branding opportunities

Movies provide opportunities for the promotion of fashion brands. Brands can collaborate with filmmakers, which can help increase the brand’s visibility and reach a wider audience. 

• Setting fashion trends 

Movies are so powerful that they can set trends that last for years. They bring about trends in fashion as people take inspiration from the clothing worn by the characters.  For example, the influence of the popular TV series, “Sex and the City” in the early 2000s is undeniable. 

• Costumes as a source of inspiration 

Movie costumes have always been a source of inspiration for fashion designers. For example, Audrey Hepburn’s black dress in, “Breakfast at Tiffany’s” became an instant fashion classic, which later inspired fashion trends and lead to an increase in sales of the designers. 

Ways in which the fashion industry influences movies 

• Enhancing visual appeal 

Fashion plays a key role in enhancing the visual appeal of movies. Costume designers work closely with the other members involved in the movie-making process to work on costumes that closely relate to the overall theme and aesthetics of the movie. For example, in the movie, “The Great Gatsby” the costumes were designed in such a way that it transported the audience back to the Roaring 20s and conveyed the excesses of that era. 

• Authenticity 

Many movies set in the past require period-accurate costumes and fashion designers can make sure that they are historically accurate by researching and bringing in their experience.  This can enhance the audience’s experience and lead to the movie’s success. 

• Aspirational value  

Fashion brands can contribute to the aspirational value of movies. When the characters in movies wear designer items, it creates a desire among the audience to own them and also leads to an increase in the character’s popularity and recognition. 

Ways in which both influence the society 

This relationship between the movies and the fashion industry also has a significant impact on society at large, especially when it comes to fashion trends, cultural trends and aspirational value. Movies and fashion give an idea about the cultural trends and values that are prevailing in a society during a particular period of time. More and more people want to try to emulate the style of the movie characters and purchase similar clothing in order to aspire to be like characters portraying a luxury lifestyle in movies. 

Fashion trends tend to democratize fashion and make it more accessible to the public. 

Movies can also increase diversity and representation in the fashion industry. For example, the movie, “Crazy Rich Asians” showcased the beauty of Asian fashion, which in turn led to an increase in the demand for such designs. 

Hence, we can conclude that over time the relationship between movies and fashion has become more intertwined. Both fashion and films blend together and shine on each other. Both need to continue to work in harmony with each other, for the future to be more vibrant and inclusive. 

References

https://entertainment-focus.com/2020/11/30/the-importance-of-fashion-in-the-film-industry/

https://www.studymode.com/essays/Movie-s-Impact-On-Fashion-47182335.html

https://www.tutorialspoint.com/fashion-and-film

]]> https://fashionlawjournal.com/eating-disorders-and-the-fashion-industry/ Sat, 06 May 2023 14:43:53 +0000 https://fashionlawjournal.com/?p=6981 Eating disorders are a widely known problem and have a long history in the fashion industry. Despite pushing for body size inclusivity and positivity, a high proportion of the models remain dangerously thin. 

The pressure on models, both male and female to conform to unattainable ideals is immense. This pressure frequently comes from agents and designers alike, who feel that a model’s success is directly dependent on appearance and this makes them obsess over their bodies. 

There is added stress as even the most famous models are easily disposable. This can lead to distorted eating behaviours, which can have serious consequences. 

Eating disorders are a type of psychological condition characterized by distorted attitudes towards food, weight and body shape. These can be divided into 3 main types namely, Anorexia Nervosa, Bulimia Nervosa and Binge Eating Disorder. 

Out of these, Anorexia Nervosa is the most well-known one. People with this condition generally view themselves as overweight, even when they are extremely thin. This leads to constant weight monitoring and restricting calorie intake. 

People with Bulimia Nervosa eat a large amount of food during a specific period. They continue eating till they are full. They then indulge in behaviour like forced vomiting, fasting and excessive exercise to compensate for the calories consumed. 

People with Binge eating disorders also consume large amounts of food within a short period often due to a lack of control. But they do not indulge in purging behaviour. 

These conditions do not resolve on their own and often require the intervention of medical experts to alter their course. 

The industry has been criticized for promoting the size zero culture. Social media and the internet also contribute to the problem by promoting perfection and acting as a trigger for these behaviours. The thigh gap trend was widely criticized for promoting an unhealthy body ideal.  Moreover, there is a lack of support for the models who already struggle with eating disorders. 

The fashion industry has a huge effect on everyday life and requires comprehensive changes. Thin celebrities and models are pinned by the media as the standard of beauty and often have a negative impact on people, especially teenagers. 

In order to combat this, there are various steps that can be taken. 

• Promoting diversity in the fashion industry can help reduce the pressure to be ultra-thin and bring about acceptance of a more inclusive vision of beauty. Brands like Aerie have been praised for using unretouched photographs of models in their campaigns. 
• Providing support to models who are struggling with eating disorders is extremely important. The models should have access to healthcare along with counselling. 
• Fixing accountability on the stakeholders within the fashion industry for perpetuating this culture, can be effective. There is a need for further campaigns and legislative efforts to improve the situation. Many countries have banned ultra-thin models in an effort to make things better. 

In conclusion, eating disorders dangerously impact both mental as well as physical health and can lead to conditions like organ failure, malnutrition, depression and even suicide. Promoting a healthy and more inclusive industry is the need of the hour for the overall well-being of all. 

References 

https://www.healthline.com/nutrition/common-eating-disorders#-4.-Pica

https://samplius.com/free-essay-examples/eating-disorders-in-the-fashion-industry/

 https://www.healthnutritionist.co.uk/post/eating-disorders-within-the-fashion-industry-are-models-a-high-risk-group

]]> https://fashionlawjournal.com/child-labour-and-the-fashion-industry/ Fri, 05 May 2023 07:34:47 +0000 https://fashionlawjournal.com/?p=6976 Child labour is a serious issue that continues to plague various sectors. As much as we would want to think that child labour in the fashion industry is a thing of the past, it is disheartening to know that it is still a problem, especially in developing countries. 

 According to International Labour Organisation, around 160 million children worldwide are engaged in it.  It is not just a violation of the basic rights of children, but it is also a violation of several international laws. 

According to the UN, child labour is “A type of work for which the child is either too young or work which, because of its detrimental nature, is altogether considered unacceptable for children and hence prohibited.”

When we look at the fashion industry, children are employed in the production of garments, accessories and textiles. 

Some reasons why children are pushed into labour – 

• Poverty– Many children come from low-income households and do not have a choice. They have to work in unacceptable and unsafe working conditions for long hours at lower than minimum wage to earn a livelihood. 
• Weak law and enforcement – Many developing countries have weak regulations when it comes to labour. More often than not, there is no supervision or labour unions that can help them bargain for a safe work environment. As a result, children slip easily under the radar and this allows the industries to exploit the workers. 
• High demand for fast fashion – In order to fulfil the high demand for fast fashion at a lower cost, many employers prefer hiring children. They can also be lured in with fake promises and are more likely to listen to the instructions without questions. 
• Lack of education – In many countries, education is not easily accessible. It also doesn’t help that people can’t afford to send their children to school because of poor financial conditions. This means that the children end up working in low-skill jobs. 

Although things have been improving, various steps need to be taken. Contributions need to be made by –

• The Government – Adults need opportunities to break the vicious cycle of poverty they find themselves stuck in. The government has a prominent role to play here. It should come up with various schemes for the creation of better job opportunities, so that the children of such adults do not suffer.  The labour laws in developing countries need to be stricter along with better implementation of regulations. The funding for education should be increased so that children have access to quality education.  
• Stakeholders in the fashion industry – Fashion brands must take responsibility for their supply chain and ensure that child labour is not used at any stage of production. Sometimes well-known fashion brands do not have control over the supply chain fully as they can get subcontracted to other parties and it may be difficult for companies to interfere. But collaborating with NGOs and similar organisations can help in the investigation and greater transparency within the industry. They should also provide fair wages and safe working conditions to all workers. 
• Consumers –  As informed adults, consumers have a responsibility to raise a voice to bring about a change. If consumers refuse to buy products from companies known to employ children, it will force them to find other means of production. Consumers can create pressure by holding the brands accountable for any violations.

In conclusion, child labour is a pressing issue that needs urgent attention. It is essential for the government, stakeholders in fashion and consumers to work together to put an end to this exploitative practice and ensure that children are able to enjoy their basic rights and childhood. 

References 

https://www.projectcece.com/blog/559/child-labour-in-the-fashion-industry/#:~:text=Child%20labour%20in%20fashion%20can,labour%20is%20found%20in%20agriculture

https://goodonyou.eco/child-labour/

https://shapecharity.org/2021/07/19/child-labour-in-the-fashion-industry/

]]> https://fashionlawjournal.com/remembering-the-rana-plaza-tragedy-a-decade-of-consequence/ Tue, 25 Apr 2023 01:20:21 +0000 https://fashionlawjournal.com/?p=6924 It has been a decade since the devastating Rana Plaza factory collapse occurred in Bangladesh, causing injury to more than 2,500 workers and claiming the lives of over 1,100 people. The incident still stands as the worst disaster in the modern history of the fashion industry. The building housed numerous garment manufacturing units of some of the world’s largest fashion brands, as many of them sourced products from Bangladesh due to the country’s low labor and production costs.

Originally intended for commercial use, the building was later converted into industrial space without proper checks and audits. When cracks appeared in the structure, warnings were ignored by authorities, and workers were forced to continue working without union representation or a platform to voice their concerns. While the vibrations from the power generator were initially believed to have triggered the collapse, subsequent investigations revealed that various other factors, including oversight by authorities, substandard materials used in construction, unauthorized construction of floors beyond permitted design, and a lack of strict labor laws all contributed to the disaster. Similar incidents have also occurred in India and Pakistan.

The Rana Plaza disaster drew attention to the consequences of the high demand for fast fashion, which came at the expense of workers’ safety and well-being. Workers were forced to work long hours in overcrowded conditions for minimal wages to meet high production targets.

The fashion industry underwent a transformation following the incident. The event prompted a global call for change, with many organizations demanding that fashion brand owners take responsibility and accountability for the safety of workers. It also raised awareness about the consequences of cheap and trendy fashion apparel, leading customers to become more conscious of sustainability.

The Bangladesh authorities took swift action, and in 2013, the Accord on Fire and Building Safety in Bangladesh was established. Over 200 brands committed to improving working conditions, and an independent inspection program was introduced to ensure safety and recommend improvements to factory owners. In 2021, a new international accord was introduced, extending work to other countries, but more brands need to join for it to become a global success.

Despite paving the way for a more ethical and sustainable industry, there is still much work to be done. There remains an imbalance of power, and major fashion brands have significant bargaining power. As more and more brands continue to base their supply chains in developing countries to cut costs, systematic change is required. Many consumers now seek transparency, leading to certifications like fair trade-certified apparel that guarantees living wages for workers and a non-hazardous work environment. The government must enforce strict labor laws to protect workers’ interests and ensure that no human rights abuses occur. Brands, retailers, designers, and all other stakeholders must take responsibility and accountability for their chains and work together to address the multi-fold issues that still exist within the industry. Only then can we create an industry that is ethical, sustainable, and just for all.

References:

1. “Bangladesh factory collapse toll passes 1,000.” BBC News.  https://www.bbc.com/news/world-asia-22476774
2. “Rana Plaza disaster: Bangladesh factory safety deal four years on.” BBC News. https://www.bbc.com/news/business-39665954
3. “Rana Plaza building collapse.” Clean Clothes Campaign.  https://cleanclothes.org/safety/rana-plaza-building-collapse
4. “Rana Plaza: the disaster that sparked the rise of ethical fashion.” The Guardian.  https://www.theguardian.com/sustainable-business/2018/apr/24/rana-plaza-disaster-sparked-the-rise-of-ethical-fashion
5. “Accord on Fire and Building Safety in Bangladesh.” International Labour Organization.  https://www.ilo.org/dhaka/Whatwedo/Projects/WCMS_447074/lang–en/index.htm
6. “How the Rana Plaza disaster changed the fashion industry.” Vogue Business.  https://www.voguebusiness.com/sustainability/how-the-rana-plaza-disaster-changed-the-fashion-industry
7. “The Fashion Industry’s Dark Side.” Forbes.  https://www.forbes.com/sites/nikkibaird/2018/10/04/the-fashion-industrys-dark-side/?sh=32c7dafe3641
8. “The Rana Plaza Collapse: A Wake-Up Call for Fast Fashion Brands.” The Balance Small Business. https://www.thebalancesmb.com/the-rana-plaza-collapse-a-wake-up-call-for-fast-fashion-brands-4164752

The fast-paced nature of the industry, combined with the constant production of fresh and innovative designs, has led to a significant increase in synthetic raw materials, toxic dyes and energy-intensive production processes that cause great damage to the environment. Because of this, the demand to promote the sustainable development of the fashion industry and limit its environmental impact has increased. 

The basis of sustainability is the triple bottom line approach which encompasses economic, social and environmental components. Sustainability in the fashion industry is assessed in relation to the design, production and disposal of clothing and accessories in a way that minimizes their environmental impact and promotes social and ethical values ​​

 Recently, more attention has been paid to how IPR can play a role in promoting sustainability in the fashion industry. Intellectual property law refers to the legal protection of creative works, including designs, trademarks, patents and copyrights. Intellectual property rights (IPR) systems form essential policy tools to incentive innovation and support diffusion. The TRIPS Agreement aims at supporting IPR as a tool for international knowledge and technology transfer, which is crucial for developing as well as diffusing sustainable solutions.

In the fashion industry, intellectual property rights are crucial to protecting the unique designs, logos and trademarks of designers and brands. This ensures that designers and brands can maintain the exclusivity of their products and prevent others from counterfeiting or misusing their designs. 

 INTELLECTUAL PROPERTY LAW IN SUSTAINABLE FASHION – ROLE 

 THE WEST 

There are also several initiatives underway in the West to promote sustainability in the fashion industry. For example, in order for consumers to be sure of the environmental impact of a product, there are a number of certification marks and collective marks that show the sustainability of the product. Western fashion designers and manufacturers can use these brands to demonstrate their commitment to sustainability and differentiate themselves from less sustainable competitors. 

 Some Western countries have introduced sustainable fashion regulations and standards to ensure that companies are responsible for their environmental and social impacts, while others have introduced tax incentives for companies that adopt sustainable practices, such as monitoring their carbon footprint or using durable materials. 

 INDIA 

 Intellectual property law can help promote sustainability in the fashion industry by protecting the rights of industry experts who create sustainable and ethically produced products. It can also encourage innovation and creativity in the industry and provide stakeholders with a financial incentive to invest in sustainable practices. 

 For example, the branding and marketing of sustainable fashion products can be protected by trademarks. This can help ensure that consumers can easily identify and choose sustainable products, as well as help prevent the introduction of fake and manufactured product which undermines the hard work and efforts of sustainable fashion designers. 

 Geographical indications are also a form of intellectual property protection used to indicate the origin and quality of products and to protect the traditional knowledge and practices of communities. In India, GIs also protect traditional crafts and handicrafts known for their sustainability and use of natural materials. 

 CHALLENGES 

 Despite these initiatives, the fashion industry is still struggling to address and solve key sustainability issues. There are numerous reasons for the same- 

1. High costs and technical costs of obtaining intellectual property protection: The process of obtaining intellectual property protection can be long and expensive, which can discourage people from seeking protection, especially if they do not have sufficient resources. 
2. Lack of specific legislation: There is currently no specific legislation for the fashion industry, which can lead to confusion and inconsistencies in the application of intellectual property law. The legal framework in India and the West needs to be improved to ensure the protection of sustainable fashion practices and to prevent misuse of traditional knowledge and practices. 
3. Little information on intellectual property rights: Many stakeholders in the field do not use the opportunities provided by the law because they are not aware of the role of intellectual property rights in promoting sustainability. 
4. Unclear definition of counterfeit products: Current laws do not adequately address the issue of counterfeiting, which can be a significant barrier to promoting sustainable fashion. 
5. Inadequate enforcement: The system is not well equipped to enforce sustainable fashion, which is necessary to ensure that the industry moves in the right direction. 

 THE FUTURE 

 To achieve sustainability in the fashion industry, it is necessary to overcome the challenges listed above and close the gaps in the current regulations. In the future, clear and effective trademark laws are needed to protect the interests of sustainable fashion brands and prevent counterfeiters from exploiting the expanding sustainable fashion market. This should be accompanied by better enforcement, including the creation of special courts to resolve disputes related to sustainable fashion. Finally, efforts must be made to increase consumer awareness of the importance of sustainability in the fashion industry and make them mindful of the potential environmental impacts of their purchasing decisions. 

  In conclusion, sustainability in the fashion industry is a deep-rooted issue that requires a well-planned approach from both government and industry. There is a need to radically scrutinise our actions and reasons for limitless consumption, else the consequences may far exceed our imagination. Intellectual property rights play a key role in promoting the sustainability of the fashion industry, but there are still many barriers that need to be addressed, especially in India. By closing gaps in existing laws and regulations, strengthening enforcement mechanisms and increasing consumer awareness, we can work towards a more sustainable future for the fashion industry for generations to come. 

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