PELANGGARAN MEREK DAGANG DALAM FASHION: KASUS DAN SOLUSI HUKUM DI INDONESIA

The rapid development of the digital economy, particularly in the fashion industry, is accompanied by an escalation of trademark infringement that is increasingly massive and organized. This phenomenon not only incurs significant economic losses for legitimate mark holders, but also creates legal uncertainty as conventional enforcement mechanisms prove less effective in the borderless virtual environment. This study aims to analyze the effectiveness of legal enforcement against trademark infringement in the digital fashion industry and to identify the challenges in its implementation. The research employs a sociological juridical method using statutory approaches. The findings reveal that trademark violations on digital platforms occur systematically through the sale of counterfeit products, unauthorized use of logos, and brand name manipulation. The discussion highlights key obstacles such as the complaint-based nature of offenses, heavy burden of proof, the safe harbor principle limiting platform liability, and low legal awareness among consumers and business actors. The recommendations include regulatory reform toward a proactive liability model (notice and stay down), enhanced digital forensic capacity for law enforcement, and public education campaigns to foster a fair and sustainable digital ecosystem.