Somewhere, someone’s dreams of starting a Cara Delevingne umbrella line were crushed this morning with The Telgragraph’s report that the 20-year-old model has registered her name as an official trademark with the Intellectual Property office, as well as registering her own company Cara & Co (her father, Charles Delevingne, is listed as the co-director). The model now owns the rights to use her name as a marketing tool, and has trademarked her name against several product lines, from perfumes, to handbags, to nail files, to umbrellas, to (arguably the oddest choice) walking sticks.
Trademarking your name is just about as “Stars: They’re Not Like Us At All!” that you can get, but when your name is Beyoncé Knowles, it’s not an unreasoned choice. Trademarks help to protect the financial integrity of a name. With it, businesses can’t slap a celebrity’s name on a product without that celebrity’s permission (or, you know, without be sued). So, while it might not make sense for the average person to go through the trouble of trademarking their name, it’s a clever business move if your name is Kate Moss, Victoria Beckham, or Beyoncé (Beyoncé also trademarked Blue Ivy to ensure cribs and rattles wouldn’t be produced with her daughter’s moniker). All three of these women are household names and have been for quite some time.
What’s so strange about Delevingne’s decision is that, as in-demand as she is now (She’s the face of DKNY, Burberry Beauty, and graces the cover of this month’s British Vogue), she was mostly unheard of this time last year. It wasn’t until recently that everyone caught Delevingne fever. So, was she jumping the gun by branding herself so early in her career? Quite the opposite. Delevingne’s decision to trademark her name underscores that her business acumen is just as strong as her bold brows. It will help to ensure that she’s able to continue adding to her already impressive resume, and not just as a model. Delevingne has expressed an interest in acting (she had a small role in the 2012 remake of Anna Karenina), has talked about releasing an album, and she’s mentioned an interest in starting a clothing line. Perhaps it was only recently that Cara Delevingne became a household name, but Cara & Co. will only help the Londoner’s staying power.