Cultural appropriation of traditional cultural expressions (TCEs) of indigenous people is one of the most controversial and discussed issue in the fashion world nowadays. It intertwines legal, ethical, economic and social considerations in a context where the protection of such expressions is, from a legal standpoint, still insufficiently regulated. Tackling the multidisciplinary realm that is fashion law, this thesis is thus situated at the intersection of intangible cultural property law, intellectual property and unfair competition law, human rights and the law of new technologies. Through a factual and comparative approach, we examine the concrete relevance of various legal instruments and mechanisms in force, both at the international and national level. We then continue the analysis with a critical presentation of solutions that are being developed or that are worth considering, based to that extent on the growing and promising role of new technologies and ethical codes of conduct.