Influencer content: The IP rights fashion brands need to secure

Paying an influencer to create content does not necessarily give a fashion brand the right to reuse it. A brand may commission a short video for a product launch, then repurpose it for paid advertising, its website, an email campaign or an in-store screen. Months later, it may revive the content for a new colourway, even though the original permissions may not cover those later uses.