The most obvious and important trade marks to register are your brand name together with any logo you have adopted. It is wise to get specialist advice both in terms of the marks you select and the precise goods and services you decide to protect.
In addition to registering your core brand. As your business grows, or other symbols become more closely associated with your business, it is worth conducting a regular review to identify other possible trade marks to register.
For example, consider registering diffusion lines (such as DKNY or MIU MIU), key product names (such as BAYSWATER, or BIRKIN) and key hashtags to ring fence social media use such as #everydaymadewell which Madewell uses in part to identify appropriate user generated content of its customers wearing Madewell clothing. If the shape of your product has become particularly distinctive and associated with you, it may also be possible to register it as a trade mark.
Like all trade marks, these marks need to be distinctive and not descriptive of fashion goods and services. This means that a dress emoji or #fashion in relation to clothing in class 25 are not available for registration.