Hermès would have filed its trademark for metaverse and NFT applications.

According to a lawyer specializing in the analysis of licensed brands, the luxury house would have filed a trademark application that covers several areas of the Web3. What should be remembered?

Hermès in the era of virtual worlds.

Could Hermès soon enter NFT markets, metaverse spheres and the like? In any case, this is what the lawyer Michael Kondoudis tends to assume who, in a tweet published a few days ago, shared a trademark application that would have been presented by the Parisian label on August 26 with the Patent and Trademark Office of the United States.

Among the digital projects cited, the document specifically mentions NFTs, cryptocurrencies, online games or even clothing, accessories, exhibitions and fashion shows available in virtual worlds.

© Michael Kondoudis

Hermès, between digital opportunities and brand protection.

Last April Hermès had agreed to consider entering the metaverse while Axel Dumas, manager of the house, had indicated that he had seen in these channels “communication tools” without making this a priority.

If this deposit suggests an acceleration of the reflections around them potential new sources of monetizationit can also be considered a safeguard to limit the risks of embezzlement and counterfeiting.

At the beginning of the year, Hermès had in fact filed a complaint against the digital artist Mason Rothschild, author of “MetaBirkins”, a series of 100 NFT interpretations of the Birkin bag offered for sale on the specialized OpenSea platform. According to the figures advanced by the claw, the “The total sales volume of MetaBirkins NFT is said to have exceeded $ 1.1 million, with unit prices ranging between $ 15,200 and $ 45,100.”

“Metaverses involve the emergence of many virtual creations and works that need to be protected
and framed “ To explain Merav Griguer, Bird & Bird’s attorney specializing in International privacy and data protection, in the appropriate file “Luxury, NFT and Metaverse: value at the heart of Web3”. The platforms will have to adapt their general conditions specifying, among other things, the ownership of the rights on the works, she warns. Similarly, theI am Trademark owners will need to remain vigilant and adapt their trademark registrations and wording to metaverses, in particular by extending trademark or trademark protection to new classes of goods and services. Furthermore, they will have to implement monitoring actions in order to combat counterfeiting: any use of a trademark or its products in the metaverses requires the prior authorization of its owner. In any case, it will be necessary to regulate in the contracts the intellectual property rights, the methods of exploitation, the transfer of rights, the scope of the licenses … “

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