Imitation in fashion is a huge problem, but it's probably not going anywhere

Last month, the watchdogs of the fashion industry, Diet Prada, spotted something in the fashion model Instagram video of the Fashion Nova fashion brand that is considering a new dress called "Winning beauty cut out dress". In the video, an image bearing the file name "Kim" was used to describe the dress. The problem? The video was tagged "February 14" and Kim Kardashian wore a similar dress from the fashion brand Mugler on February 18th. Fashion Nova did not hide his fast and inexpensive dupes from Kardashian-Jenner outfits, even one more time. creating all the looks that the sisters wore at Kylie's birthday party. Some, however, felt that this example was proof that the mark had been informed in advance of what it would wear. Fashion Nova was able to imitate the patterns and make them immediately available. The brand has denied working with Kim. Teen Vogue "Fashion Nova is a high-speed fashion brand capable of executing design in just a few hours and believes in price fairness.We strive to provide our customers with affordable leading trends We respect the world of fashion and work with a variety of Kim Kardashian West is one of the world's leading fashion icons that inspire our customers, but we have never worked directly with Kim Kardashian West. Responded to Diet Prada's message, Kim appealed to brands and imitators of fast fashion on Twitter: "It's devastating to see these fashion companies invent creations that have swept away the blood, sweat and tears of true creators who have bothered to create their own original ideas, "she said. in a tweet. She went on to explain how imitators had imitated Yeezy from her husband Kanye West line in the past.But the law is not cut and dry. Lawsuits are expensive and difficult for smaller brands, but the biggest problem is that many consumers do not seem to care where they buy their clothes. In other words, the reason is that consumers continue to buy and the bad press is not superior to the potential profits. This question is not only about the big designers, but also the smaller ones. In recent years, numerous charges, lawsuits and settlements have been concluded between independent designers and fast fashion conglomerates for alleged copyright infringement. In 2016, designer Tuesday Bassen accused Zara of copying her pin designs. the brand responded by saying that she took the complaint seriously and that she would investigate. In 2017, Forever21 was accused of copying a Planned Parenthood t-shirt pattern. The company said the shirt came from a third party source and that she had removed the item as soon as she had knowledge of the allegation. The list of these situations goes on and on. So how can we tackle such an important problem that does not show signs of stopping? Fashion law Julie Zerbo, founder and expert in copyright, has maintained Teen Vogue what we can do, if any, about the imitators of fashion and the future of these kinds of problems.Teen Vogue: If the brands continue to get away with flagrant copies, are there more important legal implications?Julie Zerbo: Not necessarily. I think that the fact that marks continue to cope with copying is, more than anything, a reflection of the degree of protection (or, better still, the degree of protection) generally available for clothing creations in the United States, because of the shortcomings of the law. speak.TV: Why should we be concerned about the methods these marks use to obtain the designs?JZ: I am not convinced that consumers are dissuaded by the fact that ultra-fast brands are a blatant copy of haute couture brands. In fact, the success of these brands is largely due to the fact that they are able to provide imitations of designers quickly and inexpensively. In terms of how brands have access to those designs, then they present them and market them to consumers, I think when we mislead consumers, we really should pay attention. If brands and influencers work together to promote products, that is, through social media, without disclosing that "material link," a link that, by its very nature, would not be obvious to consumers. violates the guidelines of the Federal Trade Commission (FTC) and the FTC law, which prohibits "misleading" advertising and marketing.

TV: What can these brands do to prevent fast fashion companies from copying them?JZ: In general, the law does not tend to be extremely useful in terms of imitation clothing and accessories because of various shortcomings and practical problems. I hate to say that fast fashion is an inevitable part of the system, but that is to a large extent the reality. My advice here is usually that brands are trying to actually engage with their consumers, to create a community, not just a pool of random buyers, and to bring intangibles, such as experiences, elements that can not be copied.TV: For readers who say that it serves the [high-fashion] How can you explain to them the problem of fashionable copy?JZ: To a certain extent, I understand the argument "serve the mark to be so inaccessible" that consumers argue. It is not clear that the consumer on the pink Dundas dress market that Kylie Jenner wore for her birthday party is the same consumer who would buy the Fashion Nova dress for a small fraction of the price of the original. At the same time, designers, as creatives, want the right not to have their drawings copied immediately after showing them on the podium or on their Instagram account. There are arguments to be made on both sides here.Let us slide in your DM. Sign up for the Teen Vogue daily email.You want more Teen Vogue? Look at this: Fashion Nova is the most sought-after clothing brand for the second year in a row