Alice Stagg Principal Associate

Speaks:  English, French

Primary office:  London

Alice Stagg

Alice Stagg helps clients protect their brands and to enforce and exploit their intellectual property rights.

Alice advises a range of clients, including major consumer and retail brands, on all aspects of intellectual property enforcement and exploitation. Reputation management is another specialism and she has advised corporations, local authorities and political parties on a wide range of defamation matters.

Alice also undertakes transactional work, acting for both licensor and licensee clients. In drawing on her secondment experience with a global toy company, she ensures her advice is focused, clear and practical.

With a particular interest in the world of fashion, Alice regularly lectures on intellectual property topics relevant to the fashion industry and has been featured in a number of publications discussing related issues.

"I love working with creative and innovative people and organisations and enjoy helping them to make the most of their brands and inventions."

In the fashion sector, Alice lectures at London College of Fashion, Chelsea College of Arts and Central St Martin, via the organisation Own It, on issues such as design rights and legal considerations when operating online. She's been published in Drapers and is involved with organising and presenting at the firm's fashion seminars.

She also has a particular interest in the protection of trade secrets and contributed to the UK section of the AIPPI Group Report on this issue.

Alice writes articles on IP regularly, including for PLC, World Intellectual Property Review, ITMA Review and Managing IP.


Alice acts predominantly for large consumer-facing brands, including multinational companies and household name retailers. She also includes engineering companies and public sector organisations among her clients.


Acting for Metso, the global industrial mining company, on a misuse of confidential information, copyright infringement and breach of contract claim in the High Court.

Advising Midland Heart, the housing organisation, and its Chief Executive on their defamation claim against the publishers of the Sunday Mirror in the first case to consider fully section 1(1) of the Defamation Act 2013.

Helping Kingspan Group, the international construction company, with a major trademark infringement and comparative advertising case, which culminated in a seven day trial in the High Court.

Providing Marks and Spencer with a comprehensive brand licence service including drafting, reviewing and negotiating.

Acting as an extension of the in-house team in two secondments with Hasbro, the NASDAQ listed multinational toy company; one directed towards anti-counterfeiting and one concentrating on international licensing across Europe, the Middle East, Asia Pacific and South America.

Career & Recognition

Filter timeline:
  • 2016

    • Career
      July 2016
      Gowling WLG (UK) LLP, principal associate
    • Career
      Gowling WLG (UK) LLP, senior associate
  • 2014

    • Career
      Wragge Lawrence Graham & Co, senior associate
  • 2009

    • Education
      University of Oxford, Postgraduate Diploma in Intellectual Property Law and Practice
    • Career
      Wragge & Co, associate
  • 2007

    • Career
      Wragge & Co, trainee
  • 2005

    • Education
      Inns of Court School of Law, Legal Practice Course
  • 2003

    • Education
      Université Panthéon-Assas – Paris II, Diplôme d'Etudes de Droit Français
  • 2001

    • Education
      University College London, Law with French Law LLB