The whimsical and ephemeral trends of the fashion world can be confounding and yet rewarding at the same time. As luxury fashion brands such as Gucci, Louis Vuitton, Versace, Balenciaga and Vetements capitalise on ironic cultural references to rejuvenate sales and capture new customer segments, their actions have resulted in unanticipated implications for trademark law. Simultaneously, countercultural commentary is also taking the form of subversive parodic and satirical fashion merchandise which audaciously play with the semiotic signs of these famous trademarks.