Historically, the digital world emerged as a threat for the luxury retail industry – mostly by giving customers access to counterfeits. Also, the way business is often done online seemed to contradict the mere identity of luxury brands and the exclusive shopping experience they intend to offer. In other words, the digital world was perceived as a minefield for luxury, and many brands have been hesitant and sometimes late to move online and develop dedicated and sophisticated marketing strategies.  But with print and display advertising returns decreasing, and luxury shoppers spending more time online and on mobile devices, luxury brands are finding that they need to not only adapt to survive in the digital universe, but also to thrive. This has become even more critical since last year, with worldwide lockdowns and remote working, in the midst of the COVID-19 pandemic.   We invited two eminent guests to talk about this topic.  First, Irene Calboli, who is Professor of Law at Texas A&M University School of Law, Transatlantic Technology Law Fellow at Stanford University, and Senior Fellow at Melbourne Law School. Specializing in intellectual property, international trade, art and cultural heritage law, she has held positions in universities across Asia, Europe, and the Americas. Her most recent books include the “Cambridge Handbook of International and Comparative Trademark Law” (2020, with Jane C. Ginsburg) and the “Protection of Non-Traditional Trademark: Critical Perspectives” (2018, with Martin Senftleben). Last year, she co-directed the Digital Luxury Law Series hosted by the Digital Law Center of the University of Geneva with Jacques de Werra.   Julie Zerbo is the founder and editor-in-chief of The Fashion Law, a modern media site that has been providing unique insights and unparalleled access to the legal and business aspects of the rapidly evolving fashion industry for the past nine years. Based in New York, she has a formal legal education and an extensive background in law and economics, and has developed a deep dynamic understanding of the ever-evolving fashion business and consumer culture more generally. As one of the paramount voices in legal journalism within the fashion industry, she is regularly cited by The New York Times, The Wall Street Journal, Washington Post, New Yorker, The Economist, and Vogue. Ms. Zerbo is also involved in the Digital Law Series, mixing different approaches, among academia, business, and practice.  Brand & New is a production of the International Trademark Association Hosted by Audrey Dauvet - Contribution of M. Halle & S. Lagedamond - Music by JD Beats FOR MORE INFORMATION, VISIT INTA.ORG To go further: About Julie Zerbo (link to https://www.linkedin.com/in/thefashionlaw/)  About Irene Calboli (https://www.linkedin.com/in/irene-calboli-5456813/?originalSubdomain=sg) Also of interest:  -  Details about Luxury Digital Law Series (link to https://www.digitallawcenter.ch/en/node/463) - The Fashion Law (link to https://www.thefashionlaw.com) - The Role of IP Rights in the Fashion Business: a US Perspective (link to https://www.wipo.int/wipo_magazine/en/2018/04/article_0006.html) - INTA’s 2021 What’s Next for Brands: A View from Europe Conference, March 23-24, 2021 (virtual)   (link to: https://www.inta.org/events/2021-whats-next-for-brands-a-view-from-europe/) - The Trademark Reporter: Co-branding with Influencers Is in Fashion and No Longer a Trademark Faux Pas (lin