The inauguration event of MADRID ES MODA took place during fashion week, on 7 September, at the National Archaeological Museum in Madrid. The event was promoted by the Madrid City Council through its Madrid Capital of Fashion (MCDM) initiative, with the collaboration of EUIPO, ANDEMA and the Spanish Patent and Trademark Office (OEPM).

The “guerilla” campaign supported by EUIPO and OEPM aimed to raise awareness of consumers on the damages of counterfeit designs and the need to respect IPR of creators and brought these messages as close as possible to people, with models parading in Madrid city centre wearing campaign messages. The initiative built on the “Fight Fake“ campaign, an Ideas Powered project developed by Greek designer JP John Pan together with the Greek IP office for the Athens Fashion show some years ago.

The European Observatory on Infringements of Intellectual Property Rights says, “The initiative attracted significant media and social media attention and we believe that replication in other cities is worth exploring.”

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