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ARTICLE · 31 JANUARY 2024

Fast Fashion Turns To AI: Be Prepared

Marks & Clerk
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Marks & Clerk

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Marks & Clerk LLP was founded in 1887 by George Croydon Marks, who was joined in partnership by...

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This fascinating article from The Fashion Law provides some further details about the dispute between Uniqlo and Shein over the viral half-moon bag...

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This fascinating article from The Fashion Law provides some further details about the dispute between Uniqlo and Shein over the viral half-moon bag (which I learn is correctly referred to as the Mini Round bag).

Litigation documents filed against Shein reveal allegations by the claimants that Shein are using AI to efficiently identify trending fashion items to imitate - or copy, depending which side of the fence you are on. Any business actually equipped with the AI to identify a successful product will now have High Street fashion items squarely in their sights. Counterfeiting has long been a concern of premium brands but it can affect any business whose product goes viral - even if, like the Mini Round bag, it retails for only £15.

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