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Brand Matters

Issue 38: November 2025

Welcome to this edition of Brand Matters.

Brand Matters

Editor's note

Sally Britton
Sally Britton

Welcome to this edition of Brand Matters.   

As 2025 draws to a close, we report on a number of significant case law developments, with a particular focus on trade mark registrability issues – including the Court of Appeal decision in Thom Browne v adidas, where the Court analysed for the first time registrability of 'position marks', in this case concerning the positioning of adidas' three-stripe marks on clothing. We were delighted to act for Thom Browne in this important case (see below for some comments from the team involved). 

The Government consultation on potential reforms to the UK's design protection regime closes on 27 November and we are involved in considering the implications of the various proposals. The consultation covers a broad range of topics from how to deal with abusive design applications through to the complex patchwork of protection for protecting designs. We encourage designers to engage with the aspects of the consultation of particular importance to them and would be very happy to discuss this further with you. 

Our Disputes Essentials breakfast event on 26 November should be of interest to those of you negotiating and litigating contractual arrangements. Join our panel (including my co-Head of the Retail Group, Lewis Cohen) for a discussion of the practical side of contractual interpretation, including tips on how to reduce the risk of disputes.  

If you have any feedback and suggestions for topics we could cover in Brand Matters, we would be delighted to hear from you.  If you have any questions arising out of any of the articles, please contact me or your usual Mishcon contact. 

News
Mishcon de Reya reception

Mishcon de Reya client Thom Browne successful in defending adidas claim

Thom Browne, Inc has successfully defended Court of Appeal proceedings brought by adidas in relation to the validity of adidas’ “three-stripe” trade marks. A judgment handed down by the Court of Appeal on 23 October 2025 dismissed adidas’ appeal and affirmed the High Court judgment of Mrs Justice Joanna Smith DBE in November 2024.

News
Glass Building

UKIPO announces fee increases following extended price freeze

UK Intellectual Property Office official fees relating to trade marks, designs and patents are set to increase on 1 April 2026. With official fees unchanged for a considerable period, the UKIPO states the increase has become necessary to address inflationary rises of 32% since 2016.

News
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Getty Images v Stability AI: Unpacking the High Court's judgment

The High Court has rejected Getty Images' secondary copyright infringement claim against Stability AI, finding that Stable Diffusion's model weights - though trained on datasets that included Getty's images - did not constitute 'infringing copies'. However, the court did find limited and historic trade mark infringement relating to watermarks appearing in outputs from certain versions of Stable Diffusion.

News
a white room with triangular shapes

Gold standard? Court of Appeal upholds validity of BABEK trade mark

The recent Court of Appeal decision in Iceland v Babek provides important clarification on the requirements for valid trade mark registration in the UK.  The case centred on whether Babek's mark met fundamental registrability criteria, with Iceland challenging its validity on the grounds of insufficient clarity and precision.

News
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easyGroup has not been having an 'easy' time

Four decisions in as many months have been handed down in respect of easyGroup's trade marks, with two coming from the Court of Appeal. Despite some limited victories, easyGroup has faced some significant defeats, with only a few successful infringement arguments, and several of its trade mark specifications curtailed as a result of proceedings.

News
AI tech person

When AI impersonates - taking action against deepfakes in the UK

The UK lacks overarching deepfake legislation, leaving victims facing a complex patchwork of existing laws including intellectual property, data protection, defamation and malicious falsehood. While the Government has recently introduced criminal sanctions relating to non-consensual intimate deepfakes, significant gaps remain.

JazzShaper
Lisa and Alana Macfarlane

Jazz Shaper: Lisa and Alana Macfarlane

Prior to founding The Gut Stuff, as The Mac Twins, Alana and Lisa had done everything from DJing at the Olympics, to presenting on the Brits red carpet, regular live radio shows for BBC 1xtra and Virgin Radio, creating their own DJ gaming live battle show and being the Official Love Island DJs, but they can now add businesswomen to that list and The Gut Stuff is their proudest venture to date. 

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