Icelandic Fashion Brand Says Beyonce Copied Their Design

Not only swagger-jacking, an Icelandic fashion brand called E-label said that Beyonce actually stole their design for her new Fall/Holiday 2010 Dereon collection. Helba Hallgrimsdottir, one of the owners of the line stated:

“This is naturally huge and I am still half in shock. I didn’t twig straight away that this was her own label: I just thought she was wearing our leggings. It is practically just copy/paste.”

How “copy/paste” is it? Here’s a look of Beyonce’s steez in her new Dereon Fall 2010 lookbook, wearing the legging in question:

And this is the ‘original’ legging, designed by Icelandic designer, Asgrimur Mar Fridriksson.

Word is, last November Beyonce had bought exactly that pair of leggings from the E-label brand at a branch of Topshop in London. Heba said Beyonce’s E-label leggings were purchased from the Edit section of Topshop which is where you go if you want to find clothes from little-known labels.

When asked whether E-label has copyrighted its designs, Heba said they haven’t, but the wide media coverage of Bey getting her leggings at Topshop last year is evidence enough if they want to eventually file a lawsuit.

Er… doesn’t sound too strong a ground from where we’re sitting. But we’ll wait to see how things develop.

Beyoncé Brands

About Beyoncé

Beyoncé Giselle Knowles-Carter (born September 4, 1981) is an American singer, songwriter, and actress. Born and raised in Houston, Texas, she performed in various singing and dancing competitions as a child, and rose to fame in the late 1990s as lead singer of R&B girl-group Destiny’s Child. Managed by her father Mathew Knowles, the group became one of the world’s best-selling girl groups of all time. Their hiatus saw the release of Beyoncé’s debut album, Dangerously in Love (2003), which established her as a solo artist worldwide; it sold 11 million copies, earned five Grammy Awards and featured the Billboard Hot 100 number-one singles “Crazy in Love” and “Baby Boy”.

16 thoughts on “Icelandic Fashion Brand Says Beyonce Copied Their Design

  1. wat a shame beyonce i neva thot u wre that ruthless. now how do knw that all your other designs were from you??? that wrng man… just becoz some people arent as big as you, it doesn mean you should step all over them>>>>>

    • attention site admins. your sight sucks. it has no factual information and is useles i pity that you have to make shit to be able to get attention.

  2. My sister and I love Beyonce and Ashley can't wait for the house of deriond to hit the stores so she can buy her some pants.

  3. i call bullshit. they are not "copy/paste" yes, both leggings have studs on them, but the design of the studs are very different. people need to stop hating. the design is different, get over it. they're not the first ones to make leggings with studs along the front X[

  4. Whatever. Fashion is inspired and part of fashion is always recreating looks. Her's look waaaaaay better than what E-Label did!

  5. If you read the original Icelandic interviews with them you can see how out of context her quotes are. In the interview she states she's proud that such a big star actually likes their design and that she takes it as a compliment

  6. "Er… doesn’t sound too strong a ground from where we’re sitting. But we’ll wait to see how things develop."

    Her design looks a lot like theirs and even without registering a copyright this other company has a proven rights to ownership of the design because their design appeared in catalogs before hers did. In fact she bought some from them before she released her own. That's how copyright laws work. Creations don't have to be registered to be protected. You only need to prove you had the idea first and in this case PUBLISHING the product first is as good as proof.


    "reality is there are thousand of leggings in stores all designed by diff. people so whats d big deal?studs or no studs some products will look the same…people are hating "

    No one is hating. I thief is a thief. Those designs are too close and, just as you state, look (practically) the same. That's theft and infringement.

  7. reality is there are thousand of leggings in stores all designed by diff. people so whats d big deal?studs or no studs some products will look the same…people are hating

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