Key Sentence:
- Fenty influencer and ambassador Mick Zazon claims that Boohoo plagiarized the “normal body normalization” brand in its ad campaign.
Despite everything the current discourse could dictate, the girl boss was far from dead. She was quickly becoming the most profitable fast-fashion talker. And in some cases, he was even promoted to head of the creative department. Therefore, it is not surprising that Boohoo is accused of snatching a positive slogan from an influencer’s body. And painting it on a billboard – a pathetic and contradictory gesture of women’s solidarity.
The poster shows a model in lacy underwear labeled “Normal Body Normal,” a phrase Mick Zazen claims has been copyrighted since December 8, 2020. The Ohio-born woman was initially sent to the big screen by some of her 980,000 followers in what the conglomerate claims. (in a now-deleted Instagram post) as “Europe’s largest billboard.”
When Zazon himself published the evidence, he was “heartbroken” and remembered the origins of their “normal body normalization” movement. “I remember the first time I came up with the phrase. But, this is my community. Yours. My trademark. It’s not yours.”
Zazen has since said he was in direct contact with the clothing company and said he made no mention of the billboard. Though he insisted he would not take the situation lightly. In an email, the alleged company representative appeared to complain that the influencer was unwilling to cooperate with its “13 million followers. That it was “regrettable” that they were unable to cooperate.
Zazen, who works with Savage X Fenty, said his disappointment had nothing to do with money.
“I’m going to my grave before I let a fast-fashion company take something very personal to me,” she said.
This is a big ugly problem – a culture of imitation is feeding the fast fashion industry. Knitting designer Bailey Prado recently spoke with Dazed about trying to “copy his whole life” from Shein. While Amazon has said it will take legal action against Boohoo, Prado is reluctant to pursue any litigation. After hearing stories of a protracted infringement battle “for a big company that just buries a smaller brand in legal fees.” and have listened to the document.
And while these companies have been criticized for their exploitative practices. They are stepping up their efforts to challenge public perception – Shein produces a reality TV contest. At the same time, Boohoo offers a one-day tour of its factory by invitation only.