Miu Miu vs Jiu Jiu: Prada loses IP infringement case

Miu Miu’s IP battle in Taiwan: What happened In a surprising decision that exposes the complexities of IP and trademark law enforcement, Taiwan’s Intellectual Property Office has ruled against Prada Group in a case involving its sub-brand Miu Miu. The dispute centered around the cosmetics label “Jiu Jiu,” registered by Taiwan-based Dijia Co, which Prada argued bore confusing similarities to Miu Miu, claiming the name rhymes, its structure is repetitive and it creates potential for consumer confusion. The office concluded that “Jiu Jiu” neither resembles Miu Miu in appearance nor pronunciation; and can continue to be used on products like facial cleansers and perfumes. While Prada positioned the case as a defense against brand misassociation, legal experts noted that local perceptions often hold more weight than global recognition in such rulings. The Jing Take Why Prada’s case against Jiu Jiu failed In a part of the world that increasingly produces much of the world’s luxury goods, as well as some of their most convincing imitations, protecting the integrity of brand identity has never been more complex. Prada Group's legal battle has spurred lively debate across Chinese social platforms. Xiaohongshu user Escape Mars commented: “As a graphic designer, I also think this is too far-fetched. It’s just that the arc design elements of the letters are somewhat similar, and there is no other connection.” Another netizen, Wanderlust, wrote: “Hahaha, those who study IP law say that it is indeed difficult to succeed. I guess Prada Group is aware of this and is just taking action to deter others.” This legal setback takes place amid a year of record performance for Miu Miu. According to Prada Group's 2024 fiscal report, released in March of this year, Miu Miu's retail sales jumped 93% year-on-year — an all-time high. Once considered a secondary line, Miu Miu has rebranded itself as a cultural juggernaut, achieving 60% YoY sales growth in Q1 of 2025. From K-pop to Xiaohongshu: The power of Miu Miu’s virality The brand’s revival was catalyzed by its viral Spring/Summer 2022 collaboration with stylist Lotta Volkova, known for Y2K-coded looks like low-rise skirts and ballet flats. Boosted by endorsements via celebrities including K-pop star Wonyoung and model Kendall Jenner, Miu Miu has become a Gen Z fashion favorite, with hashtags like “Miu-lennial heiress” and “Y2K campus style” being shared across Chinese platforms Xiaohongshu (also known as RedNote), Douyin, and Instagram. The broader problem of copycats and counterfeits Yet, with virality comes vulnerability. Social media has seen a flood of lookalike and counterfeit goods — from “min min” copycats to crystal-studded accessories — raising broader concerns about brand dilution. As one Chinese netizen wrote: “If I were an IP teacher, I would give this IP case in the exam next year.” Additional reporting by William Zhou The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Miu Miu vs Jiu Jiu: Prada loses IP infringement case

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Published May 15, 2025

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Miu Miu vs Jiu Jiu: Prada loses IP infringement case