Copying ain’t cool

Mona

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Imitation is the best form of flattery they say. Not anymore. Going by the staggering success of Diet Prada and Diets Sabya, the rule of the game seems to have changed with fashion activism on social media leading not only to naming and shaming but bringing in some real change.

Something that started purely in jest about four years back has become fashion industry’s biggest watchdog. A social media handle, Diet Prada, on Instagram today boasts a following of 1.3 million. From its initial days when it would put pictures of the original vs knockoffs side by side, today it stands as a community forum calling out irregularities. 

Its Indian counterpart, Diet Sabya, that claims ‘no affiliation’ whatsoever with Diet Prada, is only growing with time and now it stands at 167k followers. The talk has moved beyond copying, to cultural appropriation, racism, regulations and rights. Since it all started on social media and is able to bring change in real life.

Founders & followers

Well, Diet Sabya boasts of most fashion forward leading ladies of Bollywood like Sonam Kapoor and Alia Bhatt as its followers. Diet Prada’s supporters and shamers are equally influential (read Gigi Hadid, Naomi Campbell and Stefano).  While both accounts were anonymous to begin with, Diet Prada’s founders later came out in the open last summer. Tony Liu and Lindsey Schuyler, who worked in the industry, now take turns to handle their staggeringly popular handle. As for Diet Sabya, all we know is that they had regular office jobs before they struck gold at social media. Both Karan Johar and Sabyasachi have thought to be the real person behind it, but both have denied. 

Copying & beyond

Designer Ashley Rebello goes by the belief that once your design is being copied, you have arrived. Who hasn't tried his designs here or there! Right from Salman's jeans to shirts that Rebello designs, are copied left, right and centre. While he follows Diet Sabya, he's not into Diet Prada as yet. "I love their concept. It's all good in as far as taken in light hearted manner," says Rebello, who is the exclusive designer of Salman Khan. Fashion fraternity in India has sure embraced Diet Sabya. Ritu Kochhar, director INIFD, loves them for their initiatives beyond copying. “It has put some checks and balances on everyone, even the biggies in the fashion and lifestyle industry.” Hygiene conditions in big design houses was brought up by them as well treatment given to staff working in the lower rung is what Ritu hails.

Copycat or inspired

While inspiration is an accepted norm,where do one draws the line? Vani Bhagat, a fashion student, shares, “Through our collections while themes are the same for everyone, it’s one’s individuality that comes forth.”

To err

Sonam Kapoor’s AK OK ensemble that put Diet Sabya in spot or actress Mithila Palkar’s so called Dior look, it had to retreat. While fighting the charges of favouritism, it’s raising issues like cultural appropriation and racist slur that makes these handles worth the attention.