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Must Read: Coachella Sues Urban Outfitters for Trademark Infringement, Gucci Is Making Memes

Plus, Uniqlo is banking on faster fashion to beat Zara.
Photo: Matt Winkelmeyer/Getty Images

Photo: Matt Winkelmeyer/Getty Images

These are the stories making headlines in fashion this Friday.

Coachella is suing Urban Outfitters for "capitalizing on the event's image"
Coachella is going after Urban Outfitters for selling products that "[trade] on the goodwill and fame" of the event by using "Coachella" in product names and as a search keyword. With this lawsuit, the festival may be trying to protect the profitability of its own branded apparel and licensing agreements with H&M and Pandora, which use the Coachella name. Coachella asked the court for unspecified damages and an order requiring UO to stop selling the infringing items while also putting out "corrective advertising" that makes clear that the brand is not affiliated with Coachella. {WWD}

Gucci is partnering with artists to create fashion memes
Gucci is collaborating with artists from around the world to make branded memes as part of a project called #TFWGucci to launch its new Le Marché des Merveilles watch collection. "For #TFWGucci, international meme creators have been approached to either create a meme themselves, incorporating Gucci imagery, or to propose an idea that the House can realize by inviting a visual artist... to bring it to life," the brand said in a statement. {Fashionista inbox}

Uniqlo plans on faster fashion to beat Zara
Japanese retailer Uniqlo intends to shorten the time it takes to go from design to delivery to a mere 13 days as part of an effort to beat Spanish fast-fashion giant Zara. The main difference between the two brands, claims Uniqlo owner Tadashi Yanai, will remain in the kind of wares the two brands sell. "Zara sells fashion rather than catering to customers' needs," he said. "We will sell products that are rooted in people's day-to-day lives." {Bloomberg}

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Sephora looks to augmented reality to drive online sales
The makeup brand hopes to take "virtual try-on" technology to the next level with an app that provides greater accuracy and teaches users how to apply new looks. The idea is that if people know how to use a product, they're more likely to buy it. "When it comes to augmented and virtual reality, it can only be successful if it's truly useful," said VP of Sephora's Innovation Lab Bridget Dolan. "We weren't interested in just buzzy." {Glossy}

Inside the cult of Nike
It doesn't take a sneakerhead to realize that there are Nike-obsessed fashion lovers and athletes all over the world. So, how has the brand become such a global superpower? A creative and enticing company culture and a relentless attention to functional advances have something to do with it. "Our job is to constantly challenge ourselves by obsessing over creating things that are really beautiful and wildly innovative," claimed CEO Mark Parker. {W Magazine}

Why should you care about "rainforest-free" clothing?
Silky-smooth fabrics like modal, rayon and viscose are all cellulose-based, which means they're made from trees — and quite often, those trees were ancient ones in endangered rainforests before they were cut down. Activist organizations like Canopy and Rainforest Action Network are trying to change that, and have gotten big-name brands not known for sustainability (think Victoria's Secret and Zara) to agree to source their wood-based textiles from somewhere other than rainforests. "The whole industry needs to collaborate to make the change happen," said a rep from H&M, another brand that's signed on to the initiative. "Together we can make a really big difference." {Racked}

Vetements is moving from Paris to... Zürich?
The buzzy design collective joins the likes of Philipp Plein and Zegna in locating at least part of its operations in the Swiss city. The reasons for the move include Zürich's more favorable taxing system and the fact that Switzerland is easier on immigrants than France, a significant factor for a company owned by two Georgians that employ people from around the world. Plus, said chief exec Guram Gvasalia, "Paris kills creativity. Its environment with the 'bling bling' is destructive. I'm done with the whole showing-off in fashion and the superficial glamour." {Business of Fashion}

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