In a recent decision in a trademark matter that is playing out in Taiwan, the Petitions and Appeals Committee of the Ministry of Economic Affairs affirmed an earlier ruling by Taiwan’s Intellectual Property Office (“TIPO”), which canceled a registration for “NIUNIU” for use on various types of apparel. The Committee sided with Miu Miu owner Prada S.p.A. in its May 14 decision, finding that the unaffiliated “NIUNIU” registration is likely to cause confusion among consumers due to its phonetic and visual similarities to Prada’s sub-label.
TIPO initially sided with Prada in December 2024, after the Italian fashion group opposed the registration of “NIUNIU,” which had been granted to a third party in October 2022. Affirming TIPO’s ruling, the Committee concluded, among other things, that: the “MIU MIU” and “NIUNIU” marks are visually and phonetically similar; the goods are closely related, even if sold through different channels; and MIU MIU enjoys a well-known status among consumers. Against that background, the Committee found a likelihood of confusion and upheld the cancellation of the “NIUNIU” trademark.
This win for Prada follows a separate but somewhat similar proceeding it initiated with Taiwan’s IP Office, seeking to overturn the registration of “JIU JIU” for use on cosmetics and toiletries. In a decision in March, Taiwan’s IP Office rejected Prada’s bid, concluding that while the goods were related, the “JIU JIU” and “MIU MIU” marks were phonetically and visually dissimilar enough to coexist without confusing consumers.
Forced to Fight for Miu Miu
These two matters are bigger than the individual outcomes; they are part of an increasingly robust effort by Prada to crack down on the surge in bad actors that are looking to piggyback on the appeal its wildly popular Miu Miu brand. While it has been up and running since 1993, launched as a “little sister” brand to the group’s bigger jewel, Prada, Miu Miu has stepped out of Prada’s shadow thanks to skyrocketing sales over the past couple of years.
Miu Miu has been such a success story for the Patrizio Bertelli-chaired group that Prada revealed in March that Miu Miu’s retail sales grew by 93 percent year-over-year, and as a result, it now accounts for a cool 25 percent of Prada Group’s business. For the first quarter of 2025, Miu Miu’s continued growth – up 60 percent – helped the group to defy a larger slowdown in luxury goods demand, as retail sales at the group’s eponymous brand Prada, in contrast, were flat for the first three months of the year.
Miu Miu’s success can be tied to viral runway moments, TikTok-fueled styling trends, and the brand’s increasing foothold in Asia, and its increasing hold on the consumer zeitgeist is consistently reflected in industry rankings, including Lyst’s “Hottest Brands” Index, where Miu Miu consistently nabs top spots.
The inevitable underbelly of such marked traction is an uptick in imitation, which Prada Group is being forced to reckon with. However, unlike the well-oiled enforcement machines that are Louis Vuitton or Chanel, for example, which have routinely been in and out of court – and before trademark bodies across the globe – to fend off infringers of their valuable trademarks, Prada Group is facing a volume of threats that is unprecedented for its younger brand.
Based on the uptick in trademark opposition proceedings, alone, that legal counsel for Prada Group, which appears to handle much of Miu Miu’s enforcement work, has waged with the U.S. Trademark Trial and Appeal Board in recent years (10 oppositions in 2024 compared to 0 between 2021 and 2014), it appears that the pressure to act is rising.
The Bottom Line
Prada’s trademark battles over the likes of “NIUNIU” and “JIU JIU” underscore the growing urgency for the group to actively defend the distinctiveness and market power of Miu Miu. As the brand has cemented itself as a global heavyweight, one with both viral influence and significant commercial value, it is becoming a magnet for imitation that is both opportunistic and potentially damaging. These legal efforts (and others like them), while often quiet and procedural, are critical to safeguarding the equity Prada has built in Miu Miu’s name, image, and market positioning.
More broadly, the cases illustrate the tension luxury brands face between cultivating aspirational appeal and warding off encroachment in increasingly crowded and fast-moving markets. As Miu Miu’s profile continues to rise, Prada Group’s strategy will likely involve not only creative leadership and cultural relevance but rising – and then, enduring – legal enforcement. In today’s luxury landscape, brand value is just as much a matter of perception as it is of protection.
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