Valentina I. Polunina

My focus

I work in the intersection of creativity and business—helping to craft legal solutions to help my clients achieve success. I negotiate, review, and draft various fashion and other brand-related agreements, including licensing, joint ventures, service, vendor/talent, artwork releases, nondisclosure agreements (NDAs), publicity rights, and others (e.g., digital assets or NFTs (non-fungible assets)). I also support mergers and acquisitions and other transactions involving the apparel space.

Additionally, I assist content creators in the film, television, and/or digital space by negotiating and drafting various agreements, including multi-channel network agreements, branded entertainment deals, recording agreements, distribution agreements, and publishing agreements. I ensure that collaborations between brands and talent comply with all applicable laws and regulations, including the Federal Trade Commission’s strict endorsement and advertising guidelines, are cleared for the required usages, and incorporate the correct privacy requirements.

Leveraging my prior in-house legal experience with a fashion designer, I can provide real-world advice to clients in a wide range of areas in the apparel, retail, and consumer brands arena

Looking ahead

Covid-19 has expedited a number of changes in the fashion and entertainment industries. Brands now have to be more flexible and adapt quickly to new technological and social advancements. What the brand represents is important. Fashion is becoming consumer data–driven, and influencers and social media have a tremendous impact as well. A brand’s smooth digital performance is more important than ever. An immersive digital shopping experience, AI, and VR technology are what customers expect. This is all uncharted legal territory, where more complex privacy and IP rights protection issues arise.