"ZOE JORDAN" is an British designer‘s name and has been registered in class 09, 18 and 25 as an International Registration by herself. August 17, 2018, Ms. ZOE JORDAN entrusted BSFD Limited with filing an invalidity action against a Chinese registration ZOE JORDAN in Class 18 squatted by a Hong Kong company. The CNIPA held  the registration invalidated on August 3, 2019. The decision was not appealed and had became effective BSFD Limited succeeded in preventing the Hong Kong entity from registering the name ZOE JORDAN for bags and fashion accessories.