From Coco Chanel to Michael Kors, it is common for fashion designers to use their own names (or aliases) as their brand. However, this practice comes with a number of inherent risks. Consider the following four instances in which designers who once owned successful namesake brands lost the right to use their own name in future business ventures.

  • From 2005 to 2010, Roland Mouret was unable to use his own name and had to design under the name “RM by Roland Mouret” before eventually buying back the rights to his name.
  • Karen Millen, in connection with the sale of her brand to the Icelandic group Baugur in 2004, lost the right to use her name on any competing future venture.
  • Following a series of sales in 2011 and 2013, Catherine Malandrino lost the ability to use her name as her brand to former business partners. The owners of her trademarks later claimed that they could control her brand name and all of its related rights, including her likeness, being and persona.
  • Earlier this year, Delphine Delafon lost the right to use her name after a former employee purchased the company in a liquidation proceeding in Paris Commercial Court.

So, why do designers like these and others—including Helmut Lang, Jil Sander, Hervé Léger and Joseph Abboud—lose such an important branding opportunity for their future business ventures?

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