Many are surprised to learn that the luxury fashion house, Chanel does not own the Instagram handle @chanel. Since 2011, Chanel Bonin has used this handle as her personal account, and in 2014 the fashion house began using @chanelofficial. There may be prior facts to the contrary, but currently it appears that Bonin uses @chanel personally and even includes the disclaimer "Not a brand."

While her use is permissible, a name cannot be used for commercial purposes just because it is that individual's given name. Likewise, simply "owning" a handle or a domain address with a specific term does not confer trademark rights to that term. For example, if Bonin were to start a luxury fashion line using only her first name as its trademark, she would be prohibited given Chanel's prior use and rights—this would also likely provide a basis for Chanel to demand transfer of the handle from Bonin.