BY NELIWE NGUBANE
EZULWINI— Fashion may begin with a sketch, but turning that creativity into a profitable business requires something more, intellectual property (IP), according to Business of Fashion Ambassador Cebsile Magagula.
Magagula was speaking today at The Royal Villas during the IP RUNWAY: THE BUSINESS OF FASHION, FURNITURE & ART, where she unpacked how creatives can transform their ideas, designs and brands into protected and profitable assets.
Under her presentation, “The Business of Fashion: How IP Transforms Creativity Into a Profitable Business,” Magagula highlighted the paradox facing the fashion industry — creatives may produce original work but fail to protect or monetise the intellectual property behind it.
She identified the major pillars of fashion IP as:
- Trademarks and brands — protecting the identity and commercial value of a fashion business.
- Industrial designs — safeguarding the visual appearance and distinctive design of products.
- Copyright — protecting original creative expression.
- Patents — protecting eligible new inventions and technical innovations.
THE POWER OF A BRAND
Magagula described trademarks as an important value generator in fashion, where a recognisable name, logo or brand identity can become one of a business’s most valuable assets.
She also highlighted industrial design and trade dress as tools for protecting a brand’s visual signature, using Burberry’s iconic check pattern as an example of how distinctive visual elements can become strongly associated with a fashion house.
FROM CREATION TO CASHFLOW
Magagula challenged independent designers to think beyond creating beautiful pieces and consider how their intellectual property can generate income.
Her presentation focused on “from creation to cashflow”, encouraging creatives to explore monetisation strategies that can turn protected ideas into sustainable business opportunities.
She emphasised that protection should begin before a product or collection reaches the market.
For independent designers, Magagula highlighted several key rules:
- Document everything — keep records of creative processes and original work.
- Use NDAs — Non-Disclosure Agreements can help protect confidential ideas when working with others.
- Register before launch — creatives should consider securing relevant IP rights before publicly introducing their products or brands.
The presentation placed intellectual property at the centre of fashion entrepreneurship, showing that creativity alone is not enough to build a lasting fashion business.
Magagula’s message was clear: designers must learn to see their creativity not only as art, but as an asset capable of generating value, protecting ownership and creating cashflow.
The session formed part of the IP Runway’s broader effort to equip Eswatini’s creative sector with knowledge on protecting and commercialising intellectual property across fashion, furniture and art.
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