FIRSH attended the European Fashion & Luxury Conference held in Milan on April 2024
FEEDBACK from our founding partner Claire Poirson who attented for the fifth edition.
This International Bar Association conference is a platform for high-caliber speakers who seamlessly blended insights from both practical and legal perspectives within the Fashion and Luxury industry.
The topics discussed were impactful, ranging from:
the desirability and the customer experience : store is still the epicentre of the relationship; everything is about experience and emotion here
the evolving concept of exclusivity and of slow fashion
to “ Technology is everywhere” : with the main objective : magnify the engagement between the brand and the client but also answer to the sustainable question.
During these sessions, leading industry experts delved into how artificial intelligence can solve a lot of current problems : AI can plan the right volume of the product, maximize the availability, reducing the carbon feet to limit the travel of the goods…
There were fresh and operational perspectives that general counsels (GCs) within global legal departments are now adopting in these dynamic industries. As it has been said : “we need smart lawyers, who can understand our specific issues and can anticipate, be agile” A big thank for their interventions Jaime López de Villarreal Mariarosa Musotto Paola Orlini Francesca Portincasa
Deep concerns remain on hashtag copyright ; confidentiality of data
privacy. The question of the IP rights ownership and protection are a very important issue regarding the IA booming and use by the creators.
The best way is to developed its own AI tool and train all the collaborators on how to use it correctly and safely.
One FIRSH tip: do read the terms of the IA tool before using. The jacket design you enter in the machine, and which is redesigned may not be your “property” anymore !
The intersection of practicality, legal considerations, and cutting-edge technology undoubtedly made this IBA conference a valuable and enlightening experience for all involved. 
