Surname commercialisation in Fashion Law

Joanna Buchalska, “Surname commercialisation in Fashion Law” 

The object of this presentation is to answer the question whether there really is a need to createa new legal discipline in Europe; moreover how to regulate the commercialisation of surnames in this field. 

According to US practice there is a possibility to sell or give a license to a personal trade mark, but this kind of practice can infringe on personal goods and human rights. The question which arises is should we take the pattern form US legislation and case law, or try to regulate this area in a unique way.