Paula Viola is Model Counsel at Marc Jacobs

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In 2024, Paula Viola was named Fashion Counsel of the Year by the Luxury Law Alliance in recognition of her excellence in driving brand value, and acting as both a business strategist and brand guardian. The Marc Jacobs SVP and general counsel has amassed deep experience in the fashion, media, entertainment, and luxury retail sectors, so she understands those worlds in a way few other executives—or attorneys at all for that matter—do. 

Viola’s affinity for the arts started early, through theater, dance, and modeling during college. However, if she had to sum herself up in a single word, it wouldn’t be any of those things.

“At my core, I have always been an advocate,” Viola explains. “Whether I’m navigating a high-stakes negotiation or leading through a crisis, I always anchor my decisions in what is right for the business, the brand and the people. The law has given me the platform to lead with clarity, purpose and conviction.” 

Once she became a lawyer, that sense of justice would also lead to working with an organization called Model Alliance, a pioneering organization advocating for professional standards in the modeling industry.

Viola contributed through research, advocacy, and public commentary including public speaking appearances like the “Careers Beyond the Runway” panel, which addressed the transition challenges that talent faces in a rapidly evolving industry. 

Despite its challenges, Viola says fashion remains one of the most dynamic spaces to practice law. 

“The industry has transformed,” the GC says. “Models are now storytellers, influencers, and brand voices. The convergence of media, marketing, and commerce is accelerating—and that’s where I thrive.”

Straight out of law school, Viola would spend four formative years at firm Paul, Weiss, Rifkind, Wharton, & Garrison. The new attorney got exposure to fashion brands, but also gained foundational experience in securities, antitrust, and IP litigation. 

When Viola landed her first in-house role at IMG, it was her understanding of the fashion world from a completely different perspective that helped land her senior counsel role. The attorney interviewed with the late Ivan Bart, former president of IMG Models. He saw Viola as an on-the-ground lawyer who could navigate all of the different talent, personalities, and industries that encompass the fashion world and massive events like New York Fashion Week. 

In 2019, Viola accepted a broader leadership role as SVP and global head of commercial, compliance & litigation at VICE Media, a step outside of the fashion world, but an incredible moment to study different types of media.

“VICE had a unique energy,” the GC explains. “It was a media company, a digital publisher, a creative platform, and an advertising agency. It was a natural evolution for me. I wanted to understand how brands are built through content, community and bold storytelling.”

Viola says the lesson she learned most importantly at VICE was the importance of community and storytelling for any brand’s success. It would be an immediately transferable lesson in her next role. 

“The convergence of media, marketing, and commerce is accelerating—and that’s where I thrive.”

Paula Viola

That role would come much quicker than Viola anticipated, but going to a brand with the reputation and history of Marc Jacobs was too much to pass up in 2021. 

“Marc is one of the greatest designers of our lifetime,” Viola says. “He’s not just a designer—he’s a cultural force. The company is more than just a luxury fashion brand—it makes statements. It’s expressive, irreverent, and visually powerful. That creative energy matched the media sensibility I developed at VICE.”

Since coming to Marc Jacobs, Viola has led a full-scale revitalization of the company’s IP portfolio, restructured legal processes to align with omnichannel growth, and helped enable the brand’s storytelling across platforms. 

The GC says the continuing challenge of partnering with creatives to bring their visions to life is always deeply motivating, and it’s made her a better lawyer. She understands the passion and temperament of the artist’s mind, and knows how to shepherd those creations on behalf of the brand. “My job is to clear paths for creativity, not control it,” Viola says. “Great legal leadership is about enabling vision while safeguarding value.”

“Paula is a brilliant lawyer, problem solver and advisor, with deep experience and impeccable judgment. She is also a wonderful colleague. Paula is the complete package,” says Brad Karp, the chairman of Paul, Weiss.

One of Viola’s well-established talents is her ability to develop high-performing teams built for growth. The GC says she focuses on empowering her people to perform their best and to take ownership and accountability for their work. 

“The company is more than just a luxury fashion brand—it makes statements. It’s expressive, irreverent, and visually powerful.”

Paula Viola

Agility, too, is incredibly important for Viola to be at her best. 

“In the present climate, a GC is not just a legal advisor—we’re business operators, crisis managers, and cultural stewards,” Viola explains. “We sit at the center of strategic decision-making. That requires fluency across disciplines and the agility to pivot with the business.”

The GC has also made time for continued service to the arts community she loves so much. Viola serves on the board of directors for Volunteer Lawyers for the Arts, a New York City-based nonprofit legal aid and education organization dedicated to artists and arts organizations, which provides pro bono legal representation and education. 

“It’s meaningful to support the broader arts ecosystem,” Viola says. “It’s where I started, and I want to help preserve space for artists to thrive.”

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