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The ultimate shape trade mark? The shape of the Chanel No. 5 perfume bottle

Published November 2026

Fashionably IP

The ultimate shape trade mark? The shape of the Chanel No. 5 perfume bottle

In this Fashionably IP podcast, Lee Curtis and Rebecca Field of HGF discuss two recent opposition decisions from the EUIPO centred on the shape of the Chanel No. 5 perfume bottle. They discuss the origin of the iconic shape trade mark, the facts of the two opposition cases and why Chanel succeeded in these cases where many others fail. Registered shape trade marks are rare, decisions on their enforcement even rarer.

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